Richard Ettenson’s work focuses on helping companies align their business, marketing, and brand strategies to create value for customers, employees, and shareholders. As an entrepreneur who founded a market research firm and three other start-ups (one of which he served as CEO), he regularly consults with industry, helping companies increase the underlying value of their businesses through the merging of their business, marketing and brand strategies.

Ettenson is professor and Thelma H. Keickhefer Fellow of Global Marketing and Brand Strategy in the global business faculty at the Thunderbird School of Global Management.

Professor Ettenson has produced many articles in the leading management outlets such as Harvard Business Review, MIT Sloan Management Review, The Wall Street Journal and Financial Times.