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Robert Opoku, PhD

Donald School of Business, Science, and Technology

Robert has lived, taught, and developed Management and Marketing courses on four continents. His numerous travels have offered him the rare opportunity to explore and experience how business and marketing is conducted internationally. This international experience has also led Dr. Opoku to extensive consulting on multinational consumer goods and for petrochemical companies. Robert has also worked with well-known organizations like Unilever and Henkel. 

At the Donald School of Business, Robert teaches courses in marketing and entrepreneurship by incorporating examples from companies all over the world. Besides, he has been a champion of service learning by combining his courses’ learning outcomes and community service in ways that can enhance both student growth and the common good. As a result, Robert’s students have had the opportunity to develop business plans, marketing plans, marketing communications plans, and fundraising plans for businesses, community-oriented and non-profit organizations in Red Deer. In addition to teaching, Dr. Opoku continues to provide strategy consulting, training and research as director of Fredma Business Services Inc.

Robert has a proven record of scholarship, academic inquiry and research. His research spans several areas of marketing and entrepreneurship, with a special focus on online branding and communication; culture and decision-making; consumer ethnocentrism; place and destination marketing; financial services marketing; gift-giving; as well as micro-foundation of entrepreneurial intentions in emerging economies. Robert has published his work in a number of international peer reviewed journals including Tourism Management, Journal of Business Research, the Journal of Brand Management, and the Journal of Financial Services Marketing. His research has been presented at more than 15 conferences spanning four continents and he has received many awards for his scholarly activities. Currently, he is one of the Marketing Division Coordinators of the Administrative Sciences Association of Canada.

Dr. Opoku is an Associate Editor for the Journal of Small Business & Entrepreneurship and African Journal of Economic and Management Studies. He also serves as an advisory board member and ad-hoc reviewer for many internationally refereed peer reviewed journals. 



Ph.D. (e-Commerce in Marketing), Luleå University of Technology, Luleå, Sweden
M.Phil. (e-Commerce in Marketing), Luleå University of Technology, Sweden
MSc. e-Commerce, Luleå University of Technology, Luleå, Sweden
B.Com (Hons), University of Cape Coast, Ghana
Dip Ed. University of Cape Coast, Ghana

Main Areas of Teaching

Introduction to Marketing
Integrated Marketing Communications
Event Management
Business Plan Development
Digital Media Marketing Management 

Scholarly Activity

Selected Peer-Reviewed Publications

  1. Adomako, S., Frimpong, K., Amankwah-Amoah, J., Donbesuur, F., and Opoku, R. A. (2021), Strategic decision speed and international performance: The roles of competitive intensity, resource flexibility, and structural organicity, Management International Review, 61 (1), 27–55
  2. Hultman, M, Papadopoulou, C., Oghazi, P., and Opoku, R.A., (2021), Consumer perceptions of brand extensions in the hotel industry: The moderating effect of step-up versus step-down extensions, Journal of Business Research, 124 (1), 560-570
  3. Famiyeh, S, Opoku, R.A., Kwarteng, A., and Asante-Darko, D. (2021), Driving forces of sustainability in mining industry: Evidence from a developing country, Resources Policy, 70 March, 101910
  4. Adomako S., Frimpong, K. Mohammed, R. A., Opoku, R.A., and Hussain, R. (2019), CEOs’ dispositional optimism, host country’s rule of law and foreign market equity mode choice of Ghanaian SMEs, Thunderbird International Business Review, 63 (1), 63-75
  5. Adomako, S., Opoku, R.A. and Frimpong, K. (2018), Entrepreneurs' improvisational behavior and new venture performance: firm-level and institutional contingencies, Journal of Business Research, 83(2), 10-18
  6. Adomako, S., Opoku, R.A. and Frimpong, K. (2017), The moderating influence of competitive intensity on the relationship between CEOs’ regulatory foci and SME internationalization, Journal of International Management, 23 (3), 268-278
  7. Opoku, R.A. (2017), Attitudes toward mobile phone usage in public places among young Saudi adults, International Journal of Mobile Communications, 15(3), 235-251
  8. Sohail, M.S. and Opoku, R.A. (2016), Applying the animosity model in foreign product purchase: evidence from an emerging nation, Journal of International Consumer Marketing, 28 (2), 121-134
  9. Adomako, S., Obeng, G. D., Opoku, R. A. and Danso, A. (2016), Perceived regulatory burden, institutional ties, financial resource capability and corporate social performance in a sub-Saharan African economy, Journal of General Management, 41(3), 13-31
  10. Opoku, R. A. (2013), Examining the motivational factors behind charitable giving among young people in a prominent Islamic country, International Journal of Nonprofit and Voluntary Sector Marketing, 18 (3), 172-186
  11. Opoku, R. A. and Blay, V. A. (2011), Employees’ perception of market orientation in the banking industry: a case from a developing country, Journal of Financial Services Marketing, 16(2), 139-152
  12. Opoku, R. A. and Abdul-Muhmin, A. G. (2010), Housing preferences and attribute importance among low-income consumers in Saudi Arabia, Habitat International, 34(2), 219-227
  13. Opoku, R. A., Atuobi-Yiadom, N., Chong, S. C. and Abratt, R. (2009), The impact of internal marketing on the perception of service quality in retail banking: a Ghanaian case, Journal of Financial Services Marketing, 13(4), 317-329
  14. Opoku, R. A., Abratt, R. Bendixen, M. and Pitt, L. (2007), Communicating brand personality: Are the websites doing the talking for food SMEs? Qualitative Market Research: An International Journal, 10 (4), 362-374
  15. Behesti, H. M., Hultman, M; Jung, M-L., Opoku, R. A. and Saheli-Sangari, E., (2007), Electronic supply chain management applications by Swedish SMEs, Enterprise Information Systems Journal, 1(2) (May), 255-268
  16. Pitt, L. Opoku, R. A., Hultman, M., Abratt, R. and Spyropoulou, S. (2007), What I say about myself: communication of brand personality by African countries, Tourism Management, 28 (3), 835-844.
  17. Opoku, R. A., Pitt, L. F. and Abratt, R. (2006), Communicating brand personality: Are the websites doing the talking for the top South African business schools?  Journal of Brand Management, 14 (1-2), 20-39
  18. Opoku, R., Famiyeh, S and Amoako, K. A. (2018) "Environmental considerations in the purchase decisions of Ghanaian consumers", Social Responsibility Journal

Selected Conference Presentations

  1. Selected Conference Presentations

    Opoku, R.A. and Adomako, S. (2021), Resource-Induced Coping Heuristics, Social Capital, and New Venture Growth, 2021 Canadian Council for Small Business & Entrepreneurship (CCSBE) Virtual Annual Conference, J. Herbert Smith Centre for Technology Management & Entrepreneurship at the University of New Brunswick (UNB), Fredericton, NB, Canada, 20-21 October 2021

    Opoku, R.A. (2021), Choosing the right casual footwear: Primary quality factors in consumer purchase decisions, 2021 Administrative Sciences Association of Canada (ASAC) Virtual Annual Conference, John Molson School of Business, Concordia University, Montreal, QC, Canada, 12 -15 June 2021

    Bimpeh, M. and Opoku, R., Understanding service innovation strategies in healthcare organizations: A preliminary model, Academy of Marketing Science, 2020 AMS Annual (Virtual) Conference, USA, December 14-19, 2020

    Adomako S., Opoku, R.A., and Danquah, J. (2019), Entrepreneurs’ optimism, improvisational behaviour and new venture performance" 2019 Annual Conference of the Administrative Sciences Association of Canada, May 24- 27, 2019, Goodman School of Business, Brock University, St. Catharines, ON, Canada,

    Adomako, S., Frimpong, K.  Mohammed, R.A., Opoku, R.A. and Hussain, R. (2018), CEO optimism and SME foreign market entry mode choice, ASAC 2018 Conference from May 27-29, Ryerson University, Toronto, ON (best paper finalist)

    Michel, L., Opoku, R., Jeffrey, D.  Jerry, M., Anand, N and Foster, I. (2018), Business incubation as a collaborative effort for economic diversification, promotion of Business start-ups, and reduction of attrition rate of SMEs in HPZs (High Priority Zones), CCSBE/CCPME 2018 Conference from May 3-5, Dalhousie University, Halifax, NS

    Opoku, R.A. and Adomako, S. (2017), Entrepreneurs’ improvisational behavior and new venture performance: institutional and firm-level contingencies, CCSBE/CCPME 2017 Conference from May 11-13, Laval University, Quebec City, QC

Community Involvement

  • Director, Central Alberta Pregnancy Care Center, Red Deer, AB
  • Director, Central Alberta Immigrant Women’s Association, Red Deer, AB
  • Co-Chair, Immigrant Advisory Council, Red Deer Immigration Partnership

Current Research

  • College students’ perceptions and attitudes towards foreign accented instructors
  • How to effectively engage our aboriginal learners in the classroom
  • Retirees’ perceptions on volunteering in the Red Deer community

Professional and/or RDP Leadership

  • Member, Faculty Performance Committee, Red Deer Polytechnic
  • Lead, Marketing and Entrepreneurship Area
  • Faculty Advisor, RDP Enactus
  • Member, BBA Degree Steering Committee, Donald School of Business, Science, and Technology
  • Program Co-Coordinator, Marketing Division, Administrative Sciences Association of Canada

Professional Memberships

  • Member (MCIM), Chartered Institute of Marketing, UK
  • Fellow, The Academy of Marketing Science, USA
  • Member, Marketing Science Institute, USA
  • Certified Member (CEC™), Institute of Certified e-Commerce Consultants™, USA
  • Member, Administrative Sciences Association of Canada (ASAC)
  • Member, The Canadian Council for Small Business and Entrepreneurship

Awards and Honours

  • RDC Award of Excellence, Red Deer College, Red Deer, AB, Canada, 2019
  • Distinguished University Award for Excellence in Teaching, King Fahd University of Petroleum & Minerals, Saudi Arabia, 2011/2012
  • Outstanding Reviewer, Emerald Literati Network Awards for Excellence, Emerald Publishing, UK, 2012
  • PhD Study/Research Scholarship Award, Industrial Marketing & e-Commerce Research Group, Luleå University of Technology, Sweden, Jan. 2004 - Dec. 2006
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