Richard Ettenson

Dr. Richard Ettenson, a distinguished Professor and Keickhefer Fellow of Global Marketing, and Brand Strategy at the Thunderbird School of Global Management, excels in aligning business, marketing, and brand strategies to elevate the value of companies.

With a wealth of executive, MBA, and consulting experience, Richard has been recognized multiple times as Thunderbird's most valuable and effective professor, delivering impactful programs globally to executives from leading companies across various industries.

Professor Ettenson is a principal at Type 2 Consulting in New York City, a renowned business strategy consultancy, and has a diverse background that includes expertise in B2B and B2C industries like high tech, telecom, energy, automotive, financial services, and consumer package goods.

He is a prolific author with over 100 publications in esteemed outlets and academic journals such as Harvard Business Review, MIT Sloan Management Review, Journal of Marketing, and others. Additionally, Richard has held significant roles like United Nations Senior Technical Advisor in China and Visiting Professor at universities around the world, including China, Spain, Russia, Poland, and Hungary.

Before his tenure at Thunderbird, he held teaching positions at prestigious institutions like the University of Chicago, the University of Maryland, Georgetown University, and Bond University in Australia. Richard is a dual citizen of the U.S. and Australia, adding to the richness of his global perspective. In his personal life, he recently achieved success in sports, winning a Gold Medal for basketball at an Australian Masters Games event.