Export learning processes to be discussed at Goodman Luncheon Speaker Series

Research in the Journal of International Marketing reveals a greater understanding of export learning processes in an international context.

In this week’s segment of Goodman’s Luncheon Speaker Series, Magnus Hultman will discuss export learning processes in international marketing strategies as he presents the findings of his co-authored paper “Do Export Learning Processes Affect Sales Growth in Exporting Activities?

The webinar presentation will take place Friday, Oct. 2 from noon to 2:30 p.m. via Lifesize.

The Associate Professor of Marketing at Leeds University Business School, Director of Student Education of Marketing, and Deputy Director of the Global and Strategic Marketing Research Centre (GLOSMARC) said the study’s findings include a more diverse look at learning processes.

“The relationship between learning, knowledge and export performance is more complex and not as straight forward as one would initially think, especially if one considers differences between mature markets and developing markets,” he said.

Hultman’s co-authored paper also received the 2019 S. Tamer Cavusgil Award for the most significant contribution to the advancement of the practice of international marketing management.

The Goodman School of Business Luncheon Speaker Series provides Goodman faculty, staff and students with an informal opportunity to listen to and discuss recent advances in research, teaching and practices with international business colleagues.

Anyone is welcome by clicking on the Lifesize webinar link at the date and time of the scheduled lecture presentation.

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