Richard Ettenson PhD

Richard Ettenson, PhD, is a prominent academic and consultant in the field of global marketing and brand strategy. He serves as a Professor and Thelma H. Keickhefer Fellow of Global Marketing and Brand Strategy at the Thunderbird School of Global Management. His expertise lies in helping organizations align their business, marketing, and brand strategies to enhance value for customers, employees, and shareholders.14

Academic Background and Career

Ettenson holds a PhD and an MS from Kansas State University, along with a BA from Fairleigh Dickinson University. Before joining Thunderbird in 1999, he was on the faculty at several prestigious institutions, including the University of Chicago, Georgetown University, and the University of Maryland.12

Professional Contributions

Ettenson is also a senior partner at Type 2 Consulting, a New York-based business strategy and brand consultancy. He has delivered educational programs to MBA students and senior executives across five continents, working with major global companies such as Intel, McDonald's, ExxonMobil, and BP.34 His extensive publication record includes nearly 100 articles in leading management outlets like Harvard Business Review, MIT Sloan Management Review, and The Wall Street Journal, as well as contributions to top-tier academic journals.124

Notable Achievements

He has received multiple awards for teaching excellence at Thunderbird and has been involved in various international research initiatives. Additionally, he has served as a senior technical advisor for the United Nations Development Program in China and has been an invited research scholar at several institutions worldwide.123

Personal Life

Ettenson is a dual citizen of the U.S. and Australia. He is also an accomplished athlete, having won a gold medal in basketball at the World Masters Games in Australia.13