To perform well in international markets, companies often consider adapting their marketing programs, influencing the degree to which a company aligns its marketing resources and capabilities with the opportunities available in foreign countries.

This practice, known as international marketing strategy fit, is at the centre of this week’s Goodman School of Business Luncheon Speaker Series event.

Magnus Hultman, Assistant Professor of Marketing at the Goodman School of Business, will lead the online talk, “International Marketing Strategy Fit – How and When Does It Matter?”, on Friday, Nov. 26. The webinar will investigate how companies can achieve international marketing strategy fit, and how organizational variables like firm size and operations scope may impact its effectiveness in generating foreign market performance. The presented research also aims to determine whether firms can over- or under-adapt their international marketing program in pursuit of optimal international performance.

Hultman joined the Goodman School of Business in 2021, bringing a wealth of teaching and industry experience. He is the current Brock IPBS Research Scholar. His research has been published in internationally renowned academic journals, including the International Business Review, International Marketing Review, and Journal of International Marketing, among others. Recognized for his significant contribution to the advanced practice of international marketing management, Hultman also received the prestigious S. Tamer Cavusgil Award in 2019.

The Goodman speaker series provides Goodman faculty, staff and students with an informal opportunity to listen and discuss recent advances in research, teaching and practices with business colleagues virtually.

Hultman’s talk will take place online Friday, Nov. 26 from 12:30 to 2 p.m. All are welcome to attend and can RSVP to receive a link to the session by emailing Pina Mucciarelli at pmucciarelli@brocku.ca