Peter Magnusson

Associate Professor and The Bennett Faculty Fellow in International Business


Phone: 205-348-8932
Email: pmagnusson@culverhouse.ua.edu
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Focus and Current Research

  • Country of origin marketing
  • International Market Selection Analysis
  • International Marketing Strategy Adaptation
  • Export Marketing


Ph.D. – Saint Louis University

MBA – Indiana State University

BS – Indiana State University

Honors Achievements & Affiliations

Peter Magnusson is currently an associate professor of International Marketing in the Culverhouse College of Commerce at the University of Alabama. Dr. Magnusson earned his Ph.D. in Marketing and International Business from Saint Louis University and prior to joining the faculty at Alabama, he was an assistant professor at Northern Illinois University and Florida International University. Peter has also taught in an executive development program in Medellin, Colombia, an MBA program in Paris, France, and led multiple study-abroad programs throughout Europe.

His research specializes in the areas of international marketing strategy and international consumer behavior, with a particular interest in the influence of culture and institutional factors on cross-cultural differences in consumer behavior and international marketing strategy. His research has been published in, among others, the Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of International Marketing, Organizational Behavior and Human Decision Processes, International Business Review, and International Marketing Review. He also serves as an editorial board member of Journal of International Marketing and on the editorial board and as special issue editor of International Marketing Review.

His research in International Marketing Review has been recognized with the Literati Networks Awards for Excellence. He has won the Temple/AIB Best Paper Award at the Academy of International Business. As a reviewer, Peter has won the Best Reviewer Award from the Journal of International Marketing and twice been recognized as a best reviewer by the Academy of International Business.

Beyond research, He serves as a board member of the Academy of International Business – Southeast USA (AIB-SE) and served as the conference chair for the 2014 annual AIB-SE conference held in Miami. In 2013, he was the academic program chair for the conference held in Atlanta, GA. He also serves on the board of X-Culture, which is a global collaboration of professors from around the world. X-Culture students work on a virtual, global team as consultants for one of their corporate partners solving international business challenges.

Dr. Magnusson is a dual citizen of the United States and Sweden where he grew up. Peter enjoys spending time with his wife, Meg, and their two children, Jack and Ella. They can often be found on the tennis court, golf course, or enjoying the outdoors.

Selected Publications

Westjohn, Stanford A., Mark Arnold, Peter Magnusson, and Kristy Reynolds (2016), “The Influence of Regulatory Focus on Global Consumption Orientation and Preference for Gobal vs. Local Consumer Culture Positioning,” Journal of International Marketing, forthcoming. http://dx.doi.org/10.1509/jim.15.0006

Magnusson, Peter, Stanford A. Westjohn, and Srdan Zdravkovic (2015), “An Examination of the Interplay between Corporate Social Responsibility, the Brand’s Home Country, and Consumer Global Identification,” International Marketing Review, 32 (6): 663-685. http://dx.doi.org/10.1108/IMR-03-2014-0110

Harmeling, Colleen, Peter Magnusson, and Nitish Singh (2015), “Beyond Anger: A Deeper Look at Consumer Animosity,” Journal of International Business Studies, 46 (6): 676-693. http://dx.doi.org/10.1057/jibs.2014.74

Westjohn, Stanford A., Peter Magnusson, Joyce X. Zhou (2015), “Does the Value of Global Brands Apply to both Foreign and Domestic-Based Global Brands?” in Shaoming Zou, Hui Xu, Linda Hui Shi (ed.) Entrepreneurship in International Marketing (Advances in International Marketing, Volume 25) Emerald Group Publishing Limited, pp.267-286. http://dx.doi.org/10.1108/S1474-797920140000025012

Magnusson, Peter, Anja Schuster, and Vas Taras (2014), “A Process-Based Explanation of the Psychic Distance Paradox: Evidence from Global Virtual Teams,” Management International Review, 54 (3): 283-306. http://dx.doi.org/10.1007/s11575-014-0208-5

Magnusson, Peter, Vijaykumar Krishnan, Stanford A. Westjohn, and Srdan Zdravkovic (2014), “The Spillover Effects of Prototype Brand Transgressions on Country Image and Related Brands,” Journal of International Marketing, 22 (1): 21-38. http://dx.doi.org/10.1509/jim.13.0068

Maertz, Carl, Stoeberl, Phil., and Peter Magnusson (2014), “Finding Strategic Human Resource Advantage from Building an Effective Internship Capability,” Organizational Dynamics, 43 (4): 303-311. http://dx.doi.org/10.1016/j.orgdyn.2014.09.007

Magnusson, Peter, Rob Peterson, and Stanford A. Westjohn (2014) “The Influence of National Cultural Values on the Use of Rewards Alignment to Improve Sales Collaboration,” International Marketing Review, 31 (1): 30-50. http://dx.doi.org/10.1108/IMR-09-2012-0151

Magnusson, Peter, Stanford A. Westjohn, Alexey Semenov, Arilova Randrianasolo, and Srdan Zdravkovic (2013), “The Role of Cultural Intelligence in Marketing Adaptation and Export Performance,” Journal of International Marketing, 21 (4): 44-61. http://dx.doi.org/10.1509/jim.13.0055

Westjohn, Stan, Nitish Singh, and Peter Magnusson (2012) “Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective,” Journal of International Marketing, 20 (1): 58-73. http://dx.doi.org/10.1509/jim.10.0154

Magnusson, Peter, Stanford Westjohn, Geoffrey Gordon, and Tim Aurand (2012) “Environmental Dynamics and First-Mover Advantages in Emerging Markets,” Marketing Management Journal, 22(1): 17-34. http://www.mmaglobal.org/publications/MMJ/MMJ-Issues/2012-Spring/MMJ-2012-Spring-Vol22-Issue1-Magnusson-Westjohn-Gordon-Aurand-pp17-34.pdf

Magnusson, Peter, Stanford Westjohn, and Srdan Zdravkovic (2011) “What, I thought Samsung was Japanese: Accurate or Not, Perceived Country of Origin Matters,” International Marketing Review, 28 (5): 454-472. http://dx.doi.org/10.1108/02651331111167589

Magnusson, Peter, Stanford Westjohn, and Srdan Zdravkovic (2011) “Further Clarification on How Perceived Brand Origin Affects Brand Attitude: A Response to Samiee and Usunier,” International Marketing Review, 28 (5): 497-507. http://dx.doi.org/10.1108/02651331111167615

Magnusson, Peter and Stanford A. Westjohn (2011) “Is There a Country-of-Origin Theory?” Handbook of Research in International Marketing, S. Jain and D. Griffith (Eds.), Edgar Elgar Publishing.

Westjohn, Stanford A. and Peter Magnusson (2011) “Theory of the Global Consumer” Handbook of Research in International Marketing, S. Jain and D. Griffith (Eds.), Edgar Elgar Publishing.

Zdravkovic, Srdan, Peter Magnusson, and Sarah Stanley (2010) “Dimensions of Fit between a Brand and a Social Cause and Their Influence on Attitudes,” International Journal of Research in Marketing, 27 (2): 151-160. http://dx.doi.org/10.1016/j.ijresmar.2010.01.005

Magnusson, Peter and Stanford A. Westjohn (2010) “Stages of Market Development,” Wiley International Encyclopedia of Marketing J. Sheth and N. Malhotra (Eds.), Volume 1 International Marketing, John Wiley & Sons Limited, pp. 110-113. http://dx.doi.org/10.1002/9781444316568.wiem06032

Westjohn, Stan, Mark Arnold, Peter Magnusson, Srdan Zdravkovic, and Joyce Zhou (2009) “Technology Readiness and Usage: A Global-Identity Perspective,” Journal of the Academy of Marketing Science, 37 (3): 250-265. http://dx.doi.org/10.1007/s11747-008-0130-0

Magnusson, Peter, Stan Westjohn, and David Boggs (2009) “Order-of-Entry Effects for Knowledge-Based Service Firms in Emerging Markets: An Examination of Multinational Advertising Agencies,” Journal of International Marketing, 17 (2): 23-41. http://dx.doi.org/10.1509/jimk.17.2.23

Maertz, Carl, Ahmad Hassan, and Peter Magnusson (2009) “When learning is not enough: A process model of expatriate adjustment as cultural cognitive dissonance reduction,” Organizational Behavior and Human Decision Processes, 108 (1): 66-78. http://dx.doi.org/10.1016/j.obhdp.2008.05.003

Amine, Lyn and Peter Magnusson (2008) “Targeting Buyers of Counterfeit Goods,” WIPO Magazine, October 2008, No. 5, Geneva, Switzerland. http://www.wipo.int/wipo_magazine/en/2008/05/article_0008.html

Magnusson, Peter, Dan Baack, Srdan Zdravkovic, Karin Staub, and Lyn Amine (2008) “Meta-Analysis of Cultural Differences: Another Slice at the Apple,” International Business Review, 17 (5): 520-532. http://dx.doi.org/10.1016/j.ibusrev.2008.04.003

Magnusson, Peter, Rick Wilson, Srdan Zdravkovic, Joyce Zhou, and Stan Westjohn (2008) “Breaking Through the Cultural Clutter: A Comparative Assessment of Multiple Cultural and Institutional Frameworks,” International Marketing Review, 25 (2): 183-201. http://dx.doi.org/10.1108/02651330810866272 (Highly Commended Award Winner at the Literati Network Awards for Excellence 2009)

Magnusson, Peter and Brett Boyle (2008) “A Contingency Perspective on Psychic Distance in International Channel Relationships,” Journal of Marketing Channels, 16 (1): 77-99. http://dx.doi.org/10.1080/10466690802148035

Magnusson, Peter, Sarah Haas, and John Zhao (2008) “A Branding Strategy for Emerging Market Firms Entering Developed Markets,” Journal of International Consumer Marketing, 20 (3/4): 95-107. http://dx.doi.org/10.1080/08961530802129490

Amine, Lyn and Peter Magnusson (2007) “Cost-Benefit Models of Stakeholders in the Global Counterfeiting Industry: A Marketing Point of View,” Multinational Business Review, 15 (2): 1-22. http://dx.doi.org/10.1108/1525383X200700008

Boyle, Brett and Peter Magnusson (2007) “Social Identity and Brand Equity Formation: A Comparative Study of Collegiate Sports Fans,” Journal of Sport Management, 21 (4): 497-520. http://journals.humankinetics.com/AcuCustom/Sitename/Documents/DocumentItem/10640.pdf

Magnusson, Peter and David Boggs (2006) “International Experience and CEO Selection: An Empirical Study,” Journal of International Management, 12 (1):107-125. http://dx.doi.org/10.1016/j.intman.2006.01.002