Magnus Hultman

Magnus Hultman is a Professor of Marketing and International Business at the Goodman School of Business, Brock University. His research focuses on international marketing strategies, innovation adoption, and digital business transformation across global markets.

Primary research interests include:

• Consumer behavior in cross-cultural contexts
• Strategic adaptation in international markets
• Coopetition and alliance formation
• Digital innovation ecosystems
• Marketing communication effectiveness

His recent publications analyze emerging trends in global marketing, including digital transformation in manufacturing, crisis response strategies, and SME growth in developing economies. The research demonstrates strong interdisciplinary connections between marketing theory, international business strategy, and organizational behavior.