Professor Peter Golder, professor of marketing at the Tuck School of Business at Dartmouth, has received the American Marketing Association’s 2011 Excellence in Global Marketing Research Award. Golder received the award on August 6 for his 2002 Journal of Marketing Research article, “Whose Culture Matters? Near-Market Knowledge and Its Impact on Foreign Market Entry Timing.”

The paper, co-authored by Debanjan Mitra of the Warrington College of Business, introduces the concept of near-market knowledge. The new concept will help firms better understand market entry decisions and will reflect the knowledge that firms generate by operating in markets that are culturally and economically similar. The primary implication of the study’s findings is that today’s expanding companies should consider developing experience in foreign markets in order to provide the best basis for entering other similar markets.

"Entering foreign markets is a key component of the growth strategy of most firms,” said Golder. “However, many firms fail in these efforts. The most successful companies leverage their experiences in other similar foreign markets. Without such experiences, companies are better off gaining experience in smaller markets prior to entering larger, similar markets."

The paper also includes extensive data compiled on foreign market entries of 19 multinational firms, in the hope that companies making foreign market entry decisions today will learn from the data of the successful multinational firms highlighted in the paper.

Golder’s areas of expertise include new products, global marketing, and marketing strategy.
The long-term impact of the findings in his Journal of Marketing Research article provides the basis for the AMA award, which recognizes Golder as the author of an outstanding research article.
 

Founded in 1900, Tuck is the first graduate school of management in the country and consistently ranks among the top business schools worldwide. Tuck remains distinctive among the world's great business schools by combining human scale with global reach, rigorous coursework with experiences requiring teamwork, and valued traditions with innovation.