Felipe Korzenny, Ph.D.
Professor and Director of the Center for Hispanic Marketing Communication at Florida State University, and Cheskin Co-Founder
Dr. Korzenny joined Florida State University in the Fall of 2003. Until then he was Principal of Cheskin, a firm he co-founded and with which he continues being affiliated as Senior Consultant. At Florida State University he founded and directs the first Center for Hispanic Marketing Communication in the United States. This Center prepares students to serve the Hispanic marketing industry, conducts research projects, and produces publications to enhance the knowledge of Hispanic consumer behavior.
Until he merged his company with Cheskin in 1999 he was President and CEO of Hispanic & Asian Marketing Communication Research, the company he founded in 1984 to assist Fortune 500 companies in understanding and communicating effectively with the Hispanic and Asian markets in the US and abroad. Within Cheskin he lead a multicultural practice with emphasis on the Hispanic market. He continues to conduct research and consults with major US corporations interested in reaching the US Hispanic market and other culture specific markets. He is particularly well known in the industry for the consumer experience insights he has helped generate to position successful products in the US Hispanic market and in Latin America.
The experience Dr. Felipe Korzenny encompasses categories that include: Food and beverages, finance/banking/credit/insurance, telecommunications, digital technology, entertainment, media, social services, health, education, automotive, and real estate. His contributions have ranged from product development, to the elicitation of insights for positioning, to the development of marketing strategy. He has established research traditions and trained many researchers in ethnographic, qualitative, and most quantitative methodologies. A social scientist by training, Felipe has a critical academic perspective combined with a strong business practice.
Dr. Korzenny holds an M.A. and a Ph.D. from Michigan State University in Communication Research, where he was also a faculty member, and later was member of the faculty of San Francisco State University. He has published six books and almost a hundred research publications dealing with communication and culture. His latest book, written with Betty Ann Korzenny, is entitled Hispanic Marketing: A Cultural Perspective was published by Butterworth Heinemann/Elsevier September 2005. His is an Outstanding and also a Distinguished Alumni of Michigan State University. He is the first recipient of the Hill Library HispanSource 2005 Award for Outstanding Achievement in Hispanic Marketing Research. Dr. Korzenny is a prominent speaker at nationwide symposiums and conferences on Hispanic markets. His full bio can be found at www.korzenny.com/FKresume.htmHispanic Marketing Consultants
4401 Masthead NE, Suite 130 • Albuquerque, NM 87109
Phone: (618) 580-8353
info@hispanicmc.com