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Contact Information: P.O. Box 3062664 Tallahassee, FL 32306-2664 Mobile Phone: 650
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Related websites: AMA Berry Book Prize Top Six Finalist for Best 2006 Marketing Book
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Felipe
Korzenny, Ph.D.
EDUCATION
M.A.
B.A.
Universidad Iberoamericana, Mexico City, Mexico, July, 1973. Major: Advertising;
Minor: Television Production.
AREAS OF SPECIALIZATION
·
Marketing and Market Research
·
Advertising Account Planning and Research
·
Hispanic Marketing
·
Multicultural Marketing
·
Integrated Marketing Communication
·
Intercultural Communication
·
Communication of Innovations: Ideas, Practices,
Products
·
Research Methods in Communication
·
Effects of Mass Communication
·
Communication in Organizations
PROFESSIONAL
EXPERIENCE
Professor of Communication,
Advertising and Integrated Marketing
Communication, Director
of the Center for Hispanic Marketing Communication at
Senior Strategy Consultant
to Captura Group, Fall 2008 – present
Senior Consultant to
Cheskin, Fall 2003 – Fall 2007
Principal and Co-Founder,
Cheskin, 1999 - 2003
President & CEO, Hispanic & Asian
Marketing Communication Research, 1987 - 1999.
President, SuperDatos
de México, 1992 – 2003
Professor of Communication,
Department of Speech and Communication Studies,
Coordinator of Graduate
Studies, Department of Speech and Communication Studies,
Associate Professor of
Communication, Department of Communication,
Director of Research and Development, Comunicología Aplicada de México,
México City. 1981-1982 (while on leave from
Assistant Professor of
Communication, Department of Communication,
Consultant to National and
International Organizations in the areas of Marketing, Hispanic Marketing and
Communications, Development Communication, and Intercultural Training and
Research,. 1976-present.
Professor of Advertising
and Photography, Universidad Iberoamericana,
Account Executive, Manager,
and Manager of Production at three advertising Agencies in
TEACHING EXPERIENCE
Principal Courses Taught
Hispanic Marketing Communication
Account Planning
Integrated Marketing Communication
Multicultural
Marketing Communication
Advertising Campaign Design
Communication of Innovations and Change
Cross-Cultural/Intercultural
Communication
Effects of Mass
Communication
Research Methods
Human Communication and New Technologies
Intracultural Communication
Introduction to Human Communication/Fundamentals
PhotographyPublic Speaking
Quantitative Strategies in Communication
Research
Re-Entry Transition Management Communication
Workshops for the Agency for International Development
The Role of Media Technologies in Development
ADVISING AND MENTORING
At
Florida State University, Michigan State University, and at San Francisco State
University have advised multiple students, both graduate and undergraduate,
every year. Served as committee member and/or chair and/or
thesis/dissertation director of many Master and Doctoral students.
Mentored
over 50 researchers at Hispanic & Asian Marketing Communication Research
and at Cheskin (1991 – 2003) in the areas of research design and execution and
in marketing strategy.
Received an Outstanding Mentor Award from San Francisco
State University in 1989.
Lucinda Watson, a former advisee, dedicated her book:
How They Achieved to Felipe Korzenny as her
"best mentor."
BOOKS AND MONOGRAPHS
With Betty Ann Korzenny,
and the collaboration of Madhurima Sarkar and senior researchers at DMS
Research, Online
Technology Ownership: Report # 2 of the
Multicultural Marketing Equation Series 2007. A study of the Florida State University
Center for Hispanic Marketing Communication and DMS Research (An AOL LLC
Company). March 2008.
With Betty Ann Korzenny,
and the collaboration of Madhurima Sarkar and senior researchers at DMS
Research, Old and New
Media: Report # 1 of the Multicultural
Marketing Equation Series 2007. A
study of the Florida State University Center for Hispanic Marketing
Communication and DMS Research (An AOL LLC Company). September 2007.
with Betty Ann Korzenny,
Holly McGavock, and Maria Gracia Inglessis, The Multicultural Marketing
Equation: Media, Attitudes, Brands and
Spending. A study of the Florida
State University Center for Hispanic Marketing Communication and AOL/DMS.
September 2006.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2007.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2006.
with Betty Ann Korzenny, Hispanic Marketing: A Cultural Perspective.
primary contributor to the
Yankelovich MONITOR Multicultural
Marketing Study 2005.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2003, a study conducted witht he collaboration of Cheskin and Images
USA
primary contributor to the Yankelovich/Cheskin
2002 Hispanic MONITOR.
with Stella Ting-Toomey
(Eds.). Effects of the Media
Across Cultures. International and Intercultural
Communication Annual, SCA, Vol. XVI.
with Stella Ting-Toomey
(Eds.). Interpersonal
Communication Across Cultures. International and
Intercultural Communication Annual, SCA, Vol. XV.
with Stella Ting-Toomey
(Eds.). Communicating for
Peace: Diplomacy and Negotiation International
and Intercultural Communication Annual, SCA, Vol. XIV.
with Stella Ting-Toomey
(Eds.). Language,
Communication, and Culture. International and
Intercultural Communication Annual, SCA, Vol. XIII.
with Bradley S. Greenberg,
Michael Burgoon, and Judee Burgoon. Mexican
Americans and the Mass Media.
BOOK CHAPTERS
Segmenting Hispanics: The
Next Iteration. In Hispanic Marketer’s
Guide to Cable, 2008 Edition. N.Y.:
Cabletelevision Advertising Bureau, 2008, pp. 74 – 75.
With Maria Gracia
Inglessis, Hispanic Ad Agencies: Taking the Pulse of Their Market. In Michael B. Hinner (ed), The Influence of Culture in the World of
Business. Frankfurt am Main: Peter
Lang, Europaischer Verlag der Wissenschaften, 2007, pp 435 – 442.
To Translate Or Not to
Translate, That is the Nagging Problem!
In Michael B. Hinner (ed.), Introduction
to Business Communication. Frankfurt
am
With Betty Ann
Korzenny, A Psycho-Socio-Cultural Approach to Hispanic Market Research in
the
Relevance and Application
of Intercultural Communication Theory and Research. In Samovar, Larry A.
and Porter, Richard E. Intercultural Communication: A Reader (6th
Ed.).
with Peter Yaple,
Mass Communication Across Cultures, in
with Betty Ann Korzenny,
Quantitative Research in Intercultural Communication, in W. B. Gudykunst
and Y. Y. Kim (Eds.), Methods for Intercultural Communication Research. International
and Intercultural Communication Annual, SCA, Vol. VIII.
Communication and Problem
Solving Across Cultures, in Gary Althen, (Ed.), Learning Across Cultures.
with Betty Ann Griffis,
Education in Intercultural Training, in D.R. Barker (ed.), Handbook for
Intercultural Trainers,
with Bradley S. Greenberg
and Charles K. Atkin, Trends in the Portrayal of the Elderly, in B.S. Greenberg
(Ed.), Life on Television, Ch. 3.
with Bradley S. Greenberg, Nadyne
Edison, Carlos Fernandez-Collado, and Charles K. Atkin, Antisocial and
Prosocial Behaviors on Television, in in B.S. Greenberg (Ed.), Life on
with Bradley S. Greenberg,
David Graef, Carlos FernandezCollado, and Charles K. Atkin, Sexual
Intimacy on Commercial Television During Prime time, in B.S. Greenberg (Ed.), Life
on Television, Ch. 9.
with Bradley S. Greenberg,
Carlos Fernandez-Collado, David Graef, and Charles K. Atkin, Trends in the Use
of Alcohol and Other Substances on Television, in B.S. Greenberg (Ed.), Life
on Television, Ch. 10.
with Bradley S. Greenberg
and Charles K. Atkin, Styles of Parental Disciplinary Practices as a
Mediator of Children's Learning From Antisocial Television Portrayals, in D.
Nimmo (Ed.s), Communication Yearbook 3.
JOURNAL/TRADE PUBLICATION
ARTICLES
Li-Shiue Gau and Felipe Korzenny. An Examination of Values Associated with
Sports Attitude and Consumption Behavior: An Exploratory Study. Journal
of Social Behavior and Personality, Volume 37, No. 3, 2009, pp. 299 – 306.
Maria Gracia Inglessis, Holly McGavock, and Felipe
Korzenny. Hispanic TV Advertising, Where
did all the Mariachis Go? Journal
of Spanish Language Media, Volume 2, 2009, pp. 3 – 19.
Multicultural Marketing and the Reasons Why. Journal
of Advertising Research, Volume 48, No. 2, June 2008, pp. 173 – 176.
Segmenting Hispanics for Marketing. Guest
Editorial in Today's Grocer, Vol. 50, No. 12, August 2006, p. 1B and 7B.
Evolving Views of the
Hispanic Consumers and
Hispanic Media Evolve. Guest Editorial in Today's Grocer, Vol. 48,
Number 12, August 2004, pp. 1C and 9C.
The Hispanic Grocery Store
Experience. Guest Editorial in Today's Grocer, Vol. 47,
Number 12, August 2003, p. 3G.
Hispanic and Entertainment:
Insights for Culturally Relevant Marketing. Hispanics Today, a
publication of the Hispanic Association on
Corporate Responsibility. April 2003, pp. 93-98.
Key to Reaching Hispanics:
Word of Mouth, Door-to-door, and Network Marketing, in the special
marketing section of the March/April 2003 issue of Minorities in Business
Magazine.
Tendencies in a Future
Without Wires, Latino Business Association Journal, Fall 2001
Location, Location,
Location! Latino Business Association Journal, Summer 2001
The Brave New World of 3G,
Latino Business Association Journal, Spring 2001
with Lyle Personette and Denise
Klarquist, The Digital World of the US Hispanic II, Cheskin publication,
January 2001.
E-Commerce and Gap, Latino
Business Association Journal, Fall 2000
Predicting the
Future: Hispanic Business Opportunities in a Technology Driven World,
Latino Business Association Journal, July/August 2000
The Digital Hispanic World,
Latino Business Association Journal, June 2000
Hispanic Business
Challenges and Opportunities For The New Millennium, Hispanic Business Journal,
January 2000.
with Betty Ann Korzenny,
Ph.D., Rebecca Abravanel, Ph.D., and Adrien Lopez Lanusse, Spanish-language
Advertising Boosts Loyalty. Quirk’s Marketing Research Review, January
1996.
with Joyce McLure and
Barbara Rzyttki, Ethnicity, Communication, and Drugs. Journal of
Drug Issues, Volume 20, No. 1, Winter 1990, pp. 87-98.
with Patricia
Dollinger, Stranger Ethnicity and Communication.
with Mike Durance,
Focus Groups for Translation Equivalence Among Hispanics. Marketing
News, September, 1989.
with Wanda del Toro and
James Gaudino, International News Media Exposure, Knowledge, and
Attitudes, Journal of Broadcasting and Electronic Media, Vol. 31,
No. 1, Winter 1987, pp 73-87.
with Betty Ann Korzenny and
Gema Lopez Montes de Opitz, Mass Communications in México, Studies In
Latin American Popular Culture, Vol. 6, 1987, pp. 197-216.
with Milton J. Shatzer and
Betty Ann Griffis-Korzenny, Adolescents Viewing Shogun: Cognitive and
Attitudinal Effects. Journal of Broadcasting and Electronic Media,
Vol. 29, No. 3, Summer 1985, pp. 341-346.
with Betty Ann G. Korzenny
and Gilda Sánchez de Rota, Women's Communication in Mexican
Organizations. Sex Roles: A Journal of Research, Vol. 12, Nos.
7/8, April 1985, pp. 867-876.
with George B. Armstrong and Tatiana Galván, Para Comunicar la
Planificación Familiar: El Caso de México. Cuadernos
de Comunicacion, Edición Anual, No. 94, Diciembre 1984, pp. 60-68.
with George B. Armstrong
and Tatiana Galván, Mass Communication, Cosmopolite Channels and Family
Planning Knowledge, Attitudes and Practice Among Rural Villagers in
México. Development and Change, Vol. 14, 1983, pp. 237-253.
with Kimberly A.
Neuendorf, The Perceived Reality of Television and Aggressive Predispositions
Among Children in México. International Journal of Intercultural
Relations, Vol. 7, 1983, pp. 33-51.
with Kimberly Neuendorf,
Michael Burgoon, Judee K. Burgoon, and Bradley S. Greenberg, Cultural
Identification as a Predictor of Content Preferences of Hispanics. Journalism
Quarterly, Vol. 60, No. 4, Winter 1983, pp. 477-485
with Carrie Heeter, Bradley
S. Greenberg, Bradley E. Mendelson, Judee K. Burgoon and Michael Burgoon,
Cross Media Coverage of Local Hispanic American News. Journal of
Broadcasting, Vol. 27, No. 4, Fall 1983, pp.395-402.
with Bradley S. Greenberg,
Carrie Heeter, Judee K. Burgoon, and Michael Burgoon, Local
Newspaper Coverage of Mexican Americans. Journalism Quarterly, Vol. 60, No.
4, Winter 1983, pp.
with Betty Ann Korzenny, Mujeres en Comunicación: Teoría e Investigación. Chasqui, (CIESPAL) Julio, Agosto, Septiembre, 1982, Número 4, pp. 12-17.