Professor Magnus Hultman has been at Goodman School of Business since 2020 and was the Brock IPBS Research Scholar between 2021 and 2023. He holds a BSc and MSc in International Business and Economics, in addition to a PhD in Industrial Marketing, from Luleå University of Technology in Sweden. Prior to his current position Dr. Hultman worked as an Associate Professor of Marketing at University of Leeds where he is currently affiliated as a Senior Visiting Research Fellow. Before that, Dr. Hultman worked as a Lecturer at Luleå University of Technology and has also been involved in consultancy work for a number of local and international organizations on issues relating to marketing research and strategy. Prior to joining academia, he worked in the financial sector. Dr. Hultman has significant teaching and supervision experience and has been invited to teach at several locations across North America, Europe, Middle East, and Asia. He has taught at various levels including undergrad, postgrad, PhD, management development, and executive training programs. He is a multiple recipient of teaching and supervision excellence awards. He is currently also a Research fellow at INTI International University in Malaysia.

Dr. Hultman's research has been published in many of the top international business and marketing journals such as Annals of Tourism Research, International Business Review, Industrial Marketing Management, International Marketing Review, Journal of Business Research, Journal of International Business Studies, Journal of International Marketing, Journal of Product Innovation Management, Psychology & Marketing, Technological Forecasting and Social Change, and Tourism Management, among others. His work is also regularly presented at leading international academic conferences across the globe. Dr. Hultman's research is award winning and he has received numerous best paper awards at international conferences and journals, including the prestigious S. Tamer Cavusgil Award for the most significant contribution to the advancement of the practice of international marketing management. Professor Hultman currently serves as Associate Editor of International Marketing Review and sits on the Editorial Review Board for Journal of International Marketing.

RESEARCH AREA

SELECTED PUBLICATIONS

Journal Articles

Ashraf, A., Hultman, M., Thongpapanl, N. and Anwar, A.. Telling (Mis)Fitting New Product Stories: The Role of Consumer Orientations, Product Innovativeness, and Message Framing on New Product Evaluations, Journal of Product Innovation Management, In Press.

Hultman, M. and Oghazi, P.. On the (in)effectiveness of standardized versus adapted international promotion strategies: Evidence from entrepreneurial firms, Journal of Business Research, Volume 170, Number 114351, 2024.

Boso, N., Amankwah-Amoah, J., Essuman, D., Olabode, O., Bruce, P., Hultman, M., Kutsoati, J. and Adeola, O.. Configuring political relationships to navigate host-country institutional complexity: Insights from Anglophone sub-Saharan Africa., Journal of International Business Studies, 2023.

Oliveira, J., Hultman, M., Boso, N., Hodgkinson, I., Hughes, P., Nemkova, E. and Souchon, A.. Decision-making in international marketing: past, present and future., International Marketing Review, Volume 40, 2023.

Zulu-Chisanga, S., Oghazi, P., Hultman, M., Leonidou, C. and Boso, N.. Developing and utilizing coopetitive relationships: Evidence from small and medium-sized enterprises in sub-Saharan Africa, Journal of Business Research, Volume 166, 2023.

Olabode, O., Hultman, M., Leonidou, C. and Boso, N.. Disruptive market shift: Conceptualization, antecedents, and response mechanisms, Technological Forecasting and Social Change, Volume 192, 2023.

Donbesuur, F., Owusu-Yirenkyi, D., Ampong, G. and Hultman, M.. Enhancing export intensity of entrepreneurial firms through bricolage and international opportunity recognition: The differential roles of explorative and exploitative learning., Journal of Business Research, 2023.

Iveson, A., Hultman, M., Davvetas, V. and Oghazi, P.. Less speed more haste: The effect of crisis response speed and information strategy on the consumer- brand relationship., Psychology & Marketing, 2023.

Papadopoulou, C., Theotokis, A. and Hultman, M.. Managerial mindset effects on international marketing strategy adaptation decisions, Industrial Marketing Management, Volume 115, 2023.

Hultman, M., Iveson, A. and Oghazi, P.. Talk less and listen more? The effectiveness of social media talking and listening tactics on export performance, Journal of Business Research, Volume 159, 2023.

Olabode, O., Boso, N., Hultman, M. and Leonidou, C.. Big data analytics capability and market performance: The roles of disruptive business models and competitive intensity., Journal of Business Research, 2022.

Donbesuur, F., Hultman, M., Oghazi, P. and Boso, N.. External knowledge resources and new venture success in developing economies: Leveraging innovative opportunities and legitimacy strategies., Technological Forecasting and Social Change, 2022.

Donbesuur, F., Hultman, M., Boso, N. and Oghazi, P.. Growth implications of creation and discovery behavior among family firms: the moderating role of venture age., International Journal of Entrepreneurial Behaviour & Research, 2022.

Hultman, M., Boso, N., Yeboah-Banin, A., Hodgkinson, I., Souchon, A., Nemkova, E., Oliveira, J. and Hughes, P.. How agency and self-efficacy moderate the effects of strategic improvisational behaviors on sales performance: Evidence from an emerging market., European Management Review, 2022.

Mills, M., Oghazi, P., Hultman, M. and Theotokis, A.. The impact of brand communities on public and private brand loyalty: A field study in professional sports., Journal of Business Research, 2022.

Iveson, A., Hultman, M. and Davvetas, V.. The product life cycle revisited: an integrative review and research agenda., European Journal of Marketing, 2022.

Hultman, M., Iveson, A. and Oghazi, P.. The Information Paradox: Can ignorance ever be bliss in internationalization? Evidence from emerging market, SME managers, Journal of Business Research, 2021.

Hultman, M., Papadopoulou, C., Oghazi, P. and Opoku, R.. Branding the hotel industry: the effect of step-up versus step-down brand extensions, Journal of Business Research, 2020.

Yeyi, L., Hultman, M., Eisingerich, A. and Wei, X.. How Does Brand Loyalty Interact with Tourism Destination, Annals of Tourism Research, 2020.

Strandberg, C., Ek Styvén, M. and Hultman, M.. Places in good graces:The role of emotional connections to a place on word-of-mouth, Journal of Business Research, 2020.

Donbesuur, F., Boso, N. and Hultman, M.. The effect of entrepreneurial orientation on new venture performance: Contingency roles of entrepreneurial actions, Journal of Business Research, 2020.

Assadinia, S., Boso, N., Hultman, M. and Robson, M.. Do Export Learning Processes Affect Sales Growth in Exporting Activities?, Journal of International Marketing, 2019.

Hultman, M., Ulusoy, S. and Oghazi, P.. Drivers and Outcomes of Political Candidate Image Creation:The Role of Social Media Marketing, Psychology & Marketing, 2019.

Leonidou, C. and Hultman, M.. Global Marketing in Business-to-Business Contexts: Challenges, Developments, and Opportunities, Industrial Marketing Management, 2019.

Hultman, M., Yeboah-Banin, A. and Boso, N.. Linking improvisational behavior to customer satisfaction: the roles of relationship cordiality and customer exercised coercive power, Journal of Business and Industrial Marketing, 2019.

Mostaghel, R., Oghazi, P., Patel, P., Parida, V. and Hultman, M.. Marketing and Supply Chain Coordination and Intelligence Quality:A Product Innovation Performance Perspective, Journal of Business Research, 2019.

Hughes, P., Souchon, A., Nemkova, E., Hodgkinson, I., Oliveira, J., Boso, N., Hultman, M., Yeboah-Banin, A. and Sy-Changco, J.. Quadratic effects of dynamic decision-making capability on innovation orientation and performance: evidence from Chinese exporters, Industrial Marketing Management, 2019.

Boso, N., Danso, A., Leonidou, C., Uddin, M., Adeola, O. and Hultman, M.. Does financial resource slack drive sustainability expenditure in developing economy small and medium-sized enterprises, Journal of Business Research, 2017.

Boso, N., Oghazi, P. and Hultman, M.. International entrepreneurial orientation and regional expansion, Entrepreneurship & Regional Development, 2017.

Hultman, M., Strandberg, C., Oghazi, P. and Mostaghel, R.. The role of destination personality fit in destination branding: antecedents and outcomes, Psychology & Marketing, 2017.

Hultman, M., Yeboah-Banin, A. and Formaniuk, L.. Demand- and supply-side perspectives of city branding: A qualitative investigation, Journal of Business Research, 2016.

Saridakis, C., Baltas, G., Oghazi, P. and Hultman, M.. Motivation recipes for brand-related social media use:A Boolean—fsQCA approach, Psychology & Marketing, 2016.

Yeboah-Banin, A., Boso, N., Hultman, M., Souchon, A., Hughes, P. and Nemkova, E.. Salesperson Improvisation: Antecedents, Performance Outcomes, and Boundary Conditions, Industrial Marketing Management, 2016.

Kazeminia, A., Hultman, M. and Mostaghel, R.. Why pay more for sustainable services? The case of ecotourism, Journal of Business Research, 2016.

Hultman, M., Skarmeas, D., Oghazi, P. and Beheshti, H.. Achieving tourist loyalty through destination personality, satisfaction, and identificatio, Journal of Business Research, 2015.

Hultman, M., Kazeminia, A. and Ghasemi, V.. Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism and motivation, Journal of Business Research, 2015.

Mostaghel, R., Oghazi, P., Beheshti, H. and Hultman, M.. Strategic use of Enterprise Systems among Service Firms:Antecedents and Consequences, Journal of Business Research, 2015.

Beheshti, H., Oghazi, P., Mostaghel, R. and Hultman, M.. Supply Chain Integration and Firm Performance: An Empirical Study of Swedish Manufacturing Firms, Competitiveness Review, 2013.

Leonidou, C., Leonidou, L., Coudounaris, D. and Hultman, M.. Value differences as determinants of importers’ perceptions on exporters’ unethical behavior:The impact on relationship quality and performance, International Business Review, 2013.

Mostaghel, R., Oghazi, P., Beheshti, H. and Hultman, M.. Adoption of Enterprise Systems and Radio Frequency Identification among Service Firms, Service Industries Journal, 2012.

Oghazi, P., Mostaghel, R., Hultman, M. and Parida, V.. Antecedents of technology-based self-service acceptance: A proposed model, Services Marketing Quarterly, 2012.

Leonidou, L., Leonidou, C., Palihawadana, D. and Hultman, M.. Evaluating the green advertising practices of international firms: A trend analysis, International Marketing Review, 2011.

Hultman, M., Katsikea, C. and Robson, M.. Export Promotion Strategy and Performance:The Role of International Experience, Journal of International Marketing, 2011.

Hultman, M., Robson, M. and Katsikeas, C.. Export Product Strategy Fit and Performance:An Empirical Investigation, Journal of International Marketing, 2009.

Opoku, R., Hultman, M. and Salehi-Sangari, E.. Positioning in Market Space: The Evaluation of Swedish Universities’ Online Brand Personalities, Journal of Marketing for Higher Education, 2008.

Hultman, M., Opoku, R., Salehi-Sangari, E., Oghazi, P. and Quang, T.. Private Label Competition: The Perspective of Swedish Branded Goods Manufacturers, Management Research News, 2008.

Beheshti, H., Hultman, M., Jung, M., Opoku, R. and Salehi-Sangari, E.. Electronic Supply Chain Management Applications by Swedish SMEs, Enterprise Information Systems, 2007.

Pitt, L., Opoku, R., Hultman, M., Abratt, R. and Spyropoulou, S.. What I Say About Myself: Communication of Brand Personality by African Countries Through Their Tourism Websites, Tourism Management, 2007.