A native of Uruguay, Roberto Friedmann is Associate Professor
of Marketing in the Terry College of Business at the University of Georgia,
where for 12 years he served as Director of International Business
Programs. He holds a B.S. in
Business and Economics, an M.B.A., and a Ph.D. in Business Administration, all
from the University of Kansas.
Prior to entering academia, Dr. Friedmann worked in private
industry in South America, a region with which he is still very involved through
his consulting and executive-training work. His research interests are domestic and international
marketing strategy, and the roles and effects of selected psychological
variables upon consumer behavior.
In the first of these areas, Dr. Friedmann has published work
addressing: execution marketing, brand management, relationship marketing, comparative
price advertising in newspapers, product positioning strategies, political risk
and international market penetration, standardization of international marketing
strategies, and marketing of services. In the second area of interest, his work has addressed
the psychological meaning of products and brands, the role of psychological
meaning in advertising, and the organization of cognitive structures.
Dr. FriedmannÕs work has appeared
in: the Journal of Advertising, Journal
of Business Research, Journal of Product Innovation Management, Journal of
Marketing, Journal of Consumer Marketing, Journal of Marketing Theory and
Practice, Psychology and Marketing, Harvard Business Review – AmŽrica Latina--, Columbia Journal of World Business,
International Marketing Review, Psychological Reports, Journal of the cademy of Business and Economics, Revista
Innovar, Current Issues and Research in Advertising, Revista de Econom’a y Administraci—n,
and several Proceedings. His article ÒThe Role of Psychological
Meaning in AdvertisingÓ (co-authored with Dr. Mary Zimmer) was chosen by the
American Academy of Advertising as the Best Paper of 1988 in the Journal of Advertising. He has received
both the University of GeorgiaÕs Terry College of Business Distinguished
Teacher Award (1987) and the Distinguished Service Award (1996). In 2003 Dr.
Friedmann was honored with the Outstanding Marketing Teacher award from the
Academy of Marketing Science.
Professor Friedmann has given invited seminars and lectures in
Argentina, Chile, China, Colombia, Ecuador, Finland, France, Mexico, Panama,
Paraguay, Switzerland, and Uruguay,
In terms of consulting and executive training experience, Dr.
Friedmann has worked with -- among other clients: the Government of Argentina; Kimberly-Clark, U.S. Savings
and Loans Executive Program; IBM; Price-Waterhouse Coopers; Texaco Oil; The
Coca-Cola Company; Shell Oil; ABN-Amro Bank; Swiss Association for International
Management; Montevideo Refrescos S.A.; Georgia
Executive Development Program; U.S. Department of the Army; Georgia
International Trade and Development Center; Frigorifico
Tacuaremb—; Paraguay Refrescos S.A.; Shopping Centers
del Uruguay; Juncadella-Group Four; Prosegur S.A.; Varig Airlines;
D.P.B. Telekom; Atlantic Industries Ltd.; Laboratorios
Roemmers; Ultima Hora; Booze, Allen & Hamilton; Minsheng
Bank; Taikang Corportation;
Nuevo Banco Comercial; and Asocentros
Medell’n.
Dr. FriedmannÕs executive training
and seminar experience consists of over 150 seminars, of both public and
tailor-made company-specific presentations in Europe, China, the US, and Latin
America. With audience sizes
ranging from 2 to 3,400, these programs have been delivered to a rich and
diverse gamut covering: practitioners, students, experienced managers, new
hires, and senior management to include CEOs and Division Presidents. These programs have all been done in
either English or Spanish.
Sample Titles of Recent
Seminars and Workshops:
¤ ÒGuaranteed Prescriptions for
Business FailureÓ
¤ ÒMarketing Strategies under crisis
conditionsÓ
¤ ÒExecution MarketingÓ
¤ ÒRelationingÓ
¤ ÒMarketing Love: Profitability of
Shopping Centers due to Brand AffectÓ
¤ ÒBrand Architecture: from Equity to
LoveÓ
¤ ÒMarketing of Financial ServicesÓ
¤ ÒStrategic Marketing for Service
IndustriesÓ
¤ ÒStrategic MarketingÓ
¤ ÒManaging Product and Brand MeaningÓ
¤ ÒValue-Propositions in Marketing
CommunicationsÓ
¤ ÒMarketing Universal Functions and
Customer SatisfactionÓ
¤ ÒA Marketing Perspective of
E-CommerceÓ
¤ ÒE-Banking, CRM, and Customer
Service: Is Everything New?Ó
¤ ÒChannel Marketing and Key Account
ManagementÓ
Summary of Dr. FriedmannÕs Consulting Experience:
¤ Development and deployment of: Vision, Mission, and Business
Philosophy statements.
¤ Business Strategy Solutions: identification of strategic challenges
and directions, competitive analysis, strategic alliances, internal and
external benchmarking, change management.
¤ Development of Business Plans:
detailed, comprehensive guidelines for business activities; from start-up
efforts, to specifically targeted repositioning campaigns.
¤ Marketing Management
Interventions: assistance in
product development, pricing strategy, marketing audits, branding strategy,
e-commerce, customer service audits and training, and promotional strategy.
¤ Advertising Agency Services: client
assistance in advertising development processes, and agency search and review.
¤ Operations / Channel Management:
distribution strategy, key account management, channel marketing, process
implementation.