Magnus Hultman

Associate Professor of Marketing

+44 (0) 113 343 8655
Academic, Marketing, Global and Strategic Marketing Research Centre (GLOSMARC)


BSc International Business and Economics,
MSc International Business and Economics,
PhD Industrial Marketing,
Lulea University of Technology, Sweden


Dr. Magnus Hultman is an Associate Professor of Marketing at Leeds University Business School and Director of the Global and Strategic Marketing Research Centre. He holds a BSc and an MSc in International Business and Economics in addition to a PhD in Industrial Marketing from Lulea University of Technology in Sweden. Prior to his current position, Dr. Hultman worked as a Lecturer at Luleå University of Technology and has also been involved in consultancy work for a number of local organisations on issues of marketing research and strategy. Before joining academia he worked in finance.Dr. Hultman’s current research interests revolve around international marketing strategy issues, branding, various aspects of marketing communications, and supply chain management. His research has been published in internationally renowned academic journals such as International Business Review, International Marketing Review, Journal of Business Research, Journal of International Marketing, and Tourism Management among others. His work is also regularly presented at leading international academic conferences across the world. Dr. Hultman has been invited to teach at several locations across Europe, Middle East, and Asia, and taught at various levels including management development and executive training programmes. He is a multiple recipient of the ‘Deans Award for Excellence in Teaching’.


Research Interests

International Marketing
Marketing Communications
Tourism/Hospitality Marketing
Sports Marketing
Supply Chain Management


Current teaching

Global Marketing (MSc/MA)
Research Methods (MSc/MA)
Global Strategic Marketing (MA)
Understanding your Discipline (PhD)

Past teaching

International Marketing (MA)
Marketing Strategy (MA)
Global Marketing and Export Management (MBA)
International Marketing (MSc)


Deputy Director of the Global and Strategic Marketing Research Centre (GLOSMARC)
Director of Student Education for Marketing
Module manager for Global Marketing module (MSc)
Co-Module manager for the Global and Strategic Marketing module (MA)
Module Manager for Research Methods module (MSc/MA)
Teaching at the MA and MSc programmes
Postgraduate supervisor
Personal tutor


Selected Journal Articles

“The role of destination personality fit in destination branding: antecedents and outcomes” (with Carola Strandberg, Pejvak Oghazi and Rana Mostaghel, 2017), Psychology and Marketing, 34(12) 1073-1083

“Does financial resource slack drive sustainability expenditure in developing economy small and medium-sized enterprises” (with Nathaniel Boso, Constantinos N. Leonidou, Albert Danso, and Muhammad Moshfique Uddin, 2017), Journal of Business Research, 80(11), 247-256

“International entrepreneurial orientation and regional expansion” (with Nathaniel Boso and Pejvak Oghazi, 2017), Entrepreneurship & Regional Development, 29(1-2), 4-26

“Why pay more for sustainable services? The case of ecotourism” (with Azadeh Kazeminia and Rana Mostaghel, 2016), Journal of Business Research, 69(11), 4992-4997

“Demand- and supply-side perspectives of city branding: A qualitative investigation” (with Abena Yeboah-Banin and Liam Formaniuk, 2016), Journal of Business Research, 69(11), 5153-5157

“Salesperson Improvisation: Antecedents, Performance Outcomes, and Boundary Conditions” (with Abena Yeboah-Banin, Nathaniel Boso, Anne Souchon, Ekaterina Nemkova, and Paul Hughes, 2016), Industrial Marketing Management, 59(November), 120-130 

“Motivation recipes for brand-related social media use: A Boolean—fsQCA approach” (with Charalampos Saridakis, George Baltas, and Pejvak Oghazi, 2016), Psychology and Marketing, 33(12), 1062-1070

“Achieving tourist loyalty through destination personality, satisfaction, and identification” (with Dionysis Skarmeas, Pejvak Oghazi, and Hooshang M. Beheshti, 2015), Journal of Business Research, 68(11), 2227-2223

“Willingness to Pay Premium for Ecotourism: The Role of Attitude, Materialism and Motivation” (with Azadeh Kazeminia and Vahid Ghasemi, 2015), Journal of Business Research, 68(9), 1854-1861.

“Strategic use of Enterprise Systems among Service Firms: Antecedents and Consequences” (with Rana Mostaghel, Pejvak Oghazi, and Hooshang M. Beheshti, 2015), Journal of Business Research, 68(7), 1544-1549.

“Supply Chain Integration and Firm Performance: An Empirical Study of Swedish Manufacturing Firms” (with Hooshang M. Beheshti, Pejvak Oghazi, and Rana Mostaghel, 2013), Competitiveness Review, 24(1), 20-31.

"Value differences as determinants of importers’ perceptions on exporters’ unethical behavior: The impact on relationship quality and performance" (with Constantinos N. Leonidou, Leonidas C. Leonidou, and Dafnis Coudounaris, 2013), International Business Review, 22 (1), 156-173.

“Adoption of Enterprise Systems and Radio Frequency Identification among Service Firms” (with Rana Mostaghel, Pejvak Oghazi, and Hooshang M. Beheshti, 2012), Service Industries Journal, 32(15), 2435-2443.

“Antecedents of technology-based self-service acceptance: A proposed model” (with Pejvak Oghazi, Rana Mostaghel, and Vinit Parida, 2012), Services Marketing Quarterly, 33 (3), 195-210.

“Export Promotion Strategy and Performance: The Role of International Experience” (with Constantine S. Katsikeas and Matthew J. Robson, 2011), Journal of International Marketing, 19 (4), 17-39.

“Evaluating the green advertising practices of international firms: A trend analysis” (lead article) (with Leonidas C. Leonidou, Constantinos N. Leonidou, and Dayananda Palihawadana, 2011), International Marketing Review, 28 (1), 6-33.

“Export Product Strategy Fit and Performance: An Empirical Investigation” (with Matthew J. Robson, and Constantine S. Katsikeas, 2009), Journal of International Marketing, 17 (4), 1-23.

“Positioning in Market Space: The Evaluation of Swedish Universities’ Online Brand Personalities” (with Robert A. Opoku and Esmail Salehi-Sangari, 2008) Journal of Marketing for Higher Education, 18 (1), 124-144.

“Private Label Competition: The Perspective of Swedish Branded Goods Manufacturers” (with Robert A. Opoku, Esmail Salehi-Sangari, Pejvak Oghazi, and Thong Bui Quang, 2008) Management Research News, 31 (2), 125-141.

“Electronic Supply Chain Management Applications by Swedish SMEs” (with Hooshang M. Beheshti, Esmail Salehi-Sangari, Robert A. Opoku, and Marie-Louise Jung, 2007) Enterprise Information Systems, 1 (2), 255-268.

“What I Say About Myself: Communication of Brand Personality by African Countries Through Their Tourism Websites” (with Leyland F. Pitt, Robert Opoku, Russell Abratt, and Stavroula Spyropoulou, 2007), Tourism Management, 28 (3), 835-844. 


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