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Dr. GoodingRichard Z. Gooding, Ph.D., is president of Strategic Advantage, Inc.

He founded the company in 1994.

Dr. Gooding specializes in strategic planning and has over 25 years of experience helping executives make better business decisions. He has guided many top-management teams in developing and implementing strategic plans that achieve superior performance.

As a consultant, Dr. Gooding

  • Facilitates strategic and operational planning sessions that build team commitment to strategy implementation.
  • Helps companies design, evaluate, and implement new growth strategies that provide long-term competitive advantage.
  • Conducts industry, competitor, and customer research studies to support informed strategic decision making.
  • Conducts comprehensive pricing studies to determine optimal pricing strategies for unique company needs.
  • Evaluates internal operations and helps companies develop outstanding core competencies
  • Works with executive teams to build trust, commitment and accountability to achieving bottom line results.

Dr. Gooding is a widely recognized expert in strategic planning, organizational design, pricing strategy, managerial decision-making, executive development and team building. He is a skilled researcher with extensive experience using mass-distributed and targeted surveys, structured interviews, and focus groups. His distinctive scientific approach to mailed surveys consistently achieves a 30-to-50-percent response rate. He has designed and conducted Customer and Employee Satisfaction Surveys for many of his clients.

Before founding Strategic Advantage, Dr. Gooding was a professor of management at Arizona State University, where he taught courses in strategic planning and managerial decision-making. While at ASU he conducted research studies examining corporate and business strategies in a wide range of industries. His strategic-planning doctorate is from Michigan State University, and he also holds a master's degree in social work (with studies in social service planning and administration) from Western Michigan University.

As vice president of global strategic planning for Avnet-a Fortune 500 company-Dr. Gooding designed and implemented a global planning process that helped turn Avnet into one of the world's leading distributors of electronic components.

Featured Client Quotes

"The strategic planning process Dr. Gooding took us through kept us on track. He wasn't just a facilitator. He was a channeler, a mover - keeping us focused, letting us go and then reeling us back in."
- Eric Schechter,

"Dr. Gooding helped us find clarity and define our vision. He readily took a young company and helped us grow. When he came to us we were a company of 400 employees: now we have over 1000."
- Eric Crown,

"Dr. Gooding uses a pragmatic, real world approach to running a strategy session. He puts people at ease and moves the format from start to end successfully."
- Andy Bryant,
Avnet CM
Strategy Quote Of The Day

"Success is an act of exploration."

- Dale Dauten

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