Latinos and Media Project
BIO
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. 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 http://www.korzenny.com/FKresume.htm.
Latino-Related Research & Publications
BOOKS
with Betty Ann Korzenny, Hispanic Marketing: A Cultural Perspective. Burlington, MA: Butterworth-Heinemann/Elsevier, Published September 15, 2005.
with Stella Ting-Toomey (Eds.). Effects of the Media Across Cultures. International and Intercultural Communication Annual, SCA, Vol. XVI. Beverly Hills, CA.: SAGE Publications, 1992.
with Stella Ting-Toomey (Eds.). Interpersonal Communication Across Cultures. International and Intercultural Communication Annual, SCA, Vol. XV. Beverly Hills, CA.: SAGE Publications, 1991.
with Stella Ting-Toomey (Eds.). Communicating for Peace: Diplomacy and NegotiationInternational and Intercultural Communication Annual, SCA, Vol. XIV. Beverly Hills, CA.: SAGE Publications, 1990.
with Stella Ting-Toomey (Eds.). Language, Communication, and Culture. International and Intercultural Communication Annual, SCA, Vol. XIII. Beverly Hills, CA.: SAGE Publications, 1989.
with Bradley S. Greenberg, Michael Burgoon, and Judee Burgoon. Mexican Americans and the Mass Media. Norwood, N.J.: ABLEX Publishing Company, 1983.
To Translate Or Not to Translate, That is the Nagging Problem! In Michael B. Hinner (ed.), Introduction to Business Communication. Frankfurt am Main: Peter Lang, Europaischer Verlag der Wissenschaften, 2005, pp. 319-320
With Betty Ann Korzenny, A Psycho-Socio-Cultural Approach to Hispanic Market Research in the United States. In Michael B. Hinner (ed.), Introduction to Business Communication. Frankfurt am Main: Peter Lang, Europaischer Verlag der Wissenschaften, 2005, pp. 309-318
Relevance and Application of Intercultural Communication Theory and Research. In Samovar, Larry A. and Porter, Richard E. Intercultural Communication: A Reader (6th Ed.). Belmont, CA: Wadsworth, 1991.
with Peter Yaple, Mass Communication Across Cultures, in Asante, M. and W.B. Gudykunst (Eds.), Handbook of Intercultural Communication (Second Edition). Beverly Hills, CA.: SAGE Publications, 1989.
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. Beverly Hills, CA: SAGE Publications, 1984.
Communication and Problem Solving Across Cultures, in Gary Althen, (Ed.), Learning Across Cultures. Washington, D.C.: National Association for Foreign Student Affairs, 1981.
with Betty Ann Griffis, Education in Intercultural Training, in D.R. Barker (ed.), Handbook for Intercultural Trainers, Ch. 3.Washington, D.C.: SIETAR, 1980.
JOURNAL/TRADE PUBLICATION ARTICLES
Segmenting Hispanics for Marketing. Guest Editorial in Today's Grocer, Vol. 50, No. 12, August 2006, p. 1B and 7B.
With Maria Gracia Inglessis, Taking the Pulse of their Market, Quirk's Marketing Research Review, Advertising Research Issue, Volume XX, Number 4, April 2006, pp. 48 -53.
Evolving Views of the US Hispanic Market. Exclusive Report in Today’s Grocer, Volume 49, No. 12, August 2005, pp. 1B and 2B.
Your language, their language, or both? A new perspective on Hispanic Media Planning. Quirk's Marketing Research Review, Vol. XIX, Number 6, June 2005, pp. 54-57.
Hispanic Consumers and Hispanic Media Evolve. Guest Editorial in Today's Grocer, Vol. 48, Number 12, August 2004, pp. 1C and 9C.
Hispanic Marketing Q&A. Quirk's Marketing Research Review, Vol. XVIII, Number 4, April 2004, pp. 48 - 55.
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.
Establishing a bond: The evidence for Spanish language marketing and marketing research. Quirk's Marketing Resarch Review, Vol. XVI, Number 4, April 2002, pp 34-39.
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.
Acculturation vs. Assimilation Among Hispanics: e-mail Self-Reports. Quirk’s Marketing Research Review, Vol. XIII, No. 10, November 1999, pp. 50-54.
with Rebecca Abravanel. Ph.D., Acculturation: Conceptualization and Measurement. Quirk’s Marketing Research Review, Vol. XII, No. 4, April 1998, pp 32-37.
with Betty Ann Korzenny, Ph.D., Trends in Hispanic Research. Quirk’s Marketing Research Review, February 1998
with Rebecca Abravanel, Ph.D., and Adrien Lopez Lanusse, Research Uncovers Hispanic Advertising Impact. Quirk’s Marketing Research Review, April 1997
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 Betty Ann Korzenny and Sandra M.J. Wong, Imagery in cross-cultural research. Quirk’s Marketing Research Review, January, 1995.
with Betty Ann Korzenny, Cultural adaptation of research procedures and instruments in Hispanic and other cultures. Quirk’s Marketing Research Review, January, 1994.
with Betty Ann Korzenny, When a Hispanic is not a Hispanic: Issues in conducting Hispanic qualitative research. Quirk’s Marketing Research Review, November, 1992.
with Betty Ann Korzenny, Psycho-socio-cultural Hispanic research. Quirk’s Marketing Research Review, February, 1992.
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. Arizona Communication Journal, 1989.
with Mike Durance, Focus Groups for Translation Equivalence Among Hispanics. Marketing News, September, 1989.
with Elizabeth Schiff, Hispanic American Perceptions of Communication Discrimination. Hispanic Journal of the Behavioral Sciences, Vol. 9, No. 1, 1987, pp. 33-48.
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.
La Comunicación y la Resolución de Problemas Interculturales, Cuadernos de Comunicación, No. 78, Febrero 1982, pp.13-24.
with Betty Ann Griffis, Bradley S. Greenberg, Judee Burgoon, and Michael Burgoon, Los contextos comunicativos hispanos en USA. Cuadernos de Comunicación, No. 75, Noviembre, 1981, pp. 23-43.
with Betty Ann Griffis and Patricia Cannon, Overall 1980 SIETAR Conference Evaluation. International Journal of Intercultural Relations, Vol. 4, 1980, pp. vii-xi.
with Bradley S. Greenberg, David Graef, Carlos Fernandez-Collado, and Charles K. Atkin, Sexual Intimacy on Commercial Television During Prime Time. Journalism Quarterly, Vol. 57, No. 2, Summer 1980, pp. 211-215.
with Bradley S. Greenberg and Charles K. Atkin, Control de los Paders sobre los niños que ven televisión. Cuadernos de Comunicación, Año 6, números 62-63, agosto-septiembre 1980, pp. 35-44.
with Bradley S. Greenberg, David Graef, Carlos Fernandez-Collado, and Charles K. Atkin, Sexualidad en la TV norteamericana. Cuadernos de Comunicación, No. 51, septiembre 1979, pp. 25-32.
Teoría de la proximidad electrónica. Cuadernos de Comunicación, No. 41, noviembre, 1978
A Theory of Electronic Propinquity: Mediated Communication in Organizations. Communication Research, Vol. 5, No.1, January 1978, pp. 3-24.
with Richard V. Farace, Communication Networks and Social Change in Developing Countries. International and Intercultural Communication Annual, Speech Communication Association, Vol. IV, 1978, pp. 69-94.