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 where he is still very involved through his consulting and executive training work. His research interests are both 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 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. Friedmann's work has appeared in the Journal of Advertising, Journal of Product Innovation Management, Journal of Marketing, Journal of Consumer Marketing, Psychology and Marketing, Columbia Journal of World Business, International Marketing Review, Psychological Reports, Harvard Business Review (America Latina), Journal of Business Research, Current Issues and Research in Advertising and several Proceedings. His article "The Role of Psychological Meaning in Advertising" (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 Georgia's 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 seminars and invited 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; U.S. Department of the Army; Montevideo Refrescos S.A.; Georgia Executive Development Program; Georgia International Trade and Development Center; Frigorifico Tacuarembó; 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; Minsheng Bank; Taikang Insurance Co.; Sany Corporation; and Booz Allen, Hamilton.

Dr. Friedmann's executive training and seminar experience consists of more than 100 workshops and seminars, of both public and tailor-made company-specific presentations in Europe, 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.

E-mail: bfriedmann@terry.uga.edu

• "Marketing Strategies under crisis conditions"
• "Execution Marketing"
• "Marketing of Financial Services: a look at non-traditional marketing risks"
• "Strategic Marketing for Service Industries"
• "Strategic Marketing"
• "Managing Product and Brand Meaning"
• "Value-Propositions in Marketing Communications"
• "Marketing Universal Functions and Customer Satisfaction"
• "A Marketing Perspective of E-Commerce"
• "E-Banking, CRM, and Customer Service: Is Everything New?"
• "Channel Marketing and Key Account Management"

• 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.