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Salford Business School

Dr Jonathan Swift

Senior Lecturer in International Business & Marketing


Jonathan has lived for many years in Latin America, specifically in Colombia, Mexico and Brasil. He has been involved in a variety of activities, including Trade Fair Management, and market research. He began his career teaching foreign languages and moved into cross-cultural training for multinationals such as ICI and Kellogs. He has worked closely with a variety of industrial clients, generally in the areas of international consultancy, and market research. He has been the Programme Leader for the MSc in International Business, and is currently the International Links Tutor with responsibility for developing academic and commercial links abroad. He runs an international research project, that examines the development of cross-cultural business relationships with various countries. He is currently Visiting Professor at the Universidad de La Salle, Bogotá, Colombia.


International Marketing

International business Consumer Behaviour

International Communications

Cross-cultural Business Relationship Development

International Management

Research Interests

  • Cross-cultural Business Relationship Development
  • The Role of Foreign Language Competence in International Business
  • International Marketing and Consumers
  • Culture and International Business/marketing
  • International Business and Military Strategy
  • Doing Business in Latin America
  • Doing Business in Spain

Qualifications and Memberships

  • PhD Applied Linguistics (Liverpool)
  • MSc  Marketing (Manchester)
  • Certificate of Teaching in Further & Higher Education (Staffordshire)
  • MA Latin American Studies (Liverpool)
  • Postgraduate Certificate in Education (Leeds)
  • BA (Hons) Latin American studies (Portsmouth)
  • Associate Institute of Linguists



Dobson, J.R. and Swift, J.S. (2009) “The Rationality of Irrational Decision-making: family Businesses in the UK.” In W. Werda and S. Starnawaska (eds) Cyclicality, Financial Safety and Business Creativity and the Challenges of the Modern World. University of Podlasie Publications, Siedlce, Poland. pp. 37-55

Swift, J.S. (2008) Foreign Language Competence and International Business: A Cultural Approach. Cambridge Academic Press, Cambridge

Lumsdon, L. M. and Swift, J.S. (2001) Tourism in Latin America. Continuum, London

Lumsdon, L. M. and Swift, J.S. (1994) “Latin American Tourism: The Dilemmas of the 21st Century.”  In A.V. Seaton (ed) Tourism; The State of the Art. John Wiley & Sons, Chichester, pp. 359-365

Refereed Journals

Swift, J.S and Wallace, J. (2011) “Using English as the common Corporate Language in a German Multinational.” Journal of European Industrial Training, Vol. 35 (9), pp. 892-913

Khmelnytska, O. and Swift, J.S. (2010) “Beer in the Ukraine: Consumer Choice Criteria.” International Journal of Emerging Markets, Vol. 5 (1), pp. 78-101

Chang, T., Perez, M. Robinson, N., and Swift, J.S. (2009) “British Overseas Retail Operations: Findings on the Adaption of Tesco’s Operations in the Chinese Market.” Conference Proceedings: SPARC Conference (2008). University of Salford Publications, University of Salford, pp. 68-85

Dobson, J.R. and Swift, J.S. (2008) “The Sustainability of Family Businesses: Evidence from three Case Studies in the UK.” Journal of Business Management, No. 1 (Special edition: “Sustainable business development under Scenarios of Possible economic Slowdown.”), pp. 57-72

Celaya, L. and Swift, J.S. (2006) “Pre-Departure Cultural Training: US Managers in Mexico.” Cross-cultural Management: An International Journal, Vol. 13 (3), pp. 230-243

Swift, J. S. and Huang, I (2004) “The Changing nature of International business Relationships and Foreign Language Competence.” International journal of Management Practice, Vol. 1 (1), pp. 21-40

Swift, J. S. and Lawrence, K.D. (2003) “Business Culture in Latin America: Interactive Learning for UK SMEs.” Journal of European Industrial Training, Vol. 27 (8/9), pp. 389-397

Swift, J.S. (2002) “Foreign language Competence and Cultural affinity: a Study of UK Executives in Foreign Markets.” Cross-cultural Management: An International Journal, Vol. 9 (2), pp. 4-24

Conway, T. and Swift, J.S. (2000) “International Relationship Marketing: the Importance of Psychic Distance.” European Journal of Marketing, Vol. 34 (11/112), pp. 1391-1413

Swift, J. S. (2000) “Foreign Language Competence: A Strategic Issue for Business?” The International Journal of Applied Management, Vol. 1 (1), pp. 37-53

Swift, J. S. (1999) “Cultural Closeness as a Facet of Cultural affinity: A Contribution to the Theory of Psychic Distance in International Marketing.” International Marketing Review, Vol. 16 (2/3), pp. 182-201

Lumsdon, L. and Swift, J.S. (1999) “The Role of the Tour Operator in South America; Argentina, Chile, Paraguay and Uruguay.” International Journal of Tourism Research, Vol. 1 (6), pp. 429-439

Lumsdon, L. and Swift, J.S. (1998) “Ecotourism at a cross-roads; the Case of Costa Rica.” Journal of Sustainable Tourism, Vol. 6 (2), pp. 155-172

Mintzer, I and Swift, J.S. (1994) “Depilatories in Argentina: a Market Analysis.” Journal of International Marketing, Vol. 2 (4), pp. 34-49

Swift, J.S. (1993) “Problems with Learning Foreign Languages for International Business.” Journal of European Industrial Training, Vol. 17 (10), pp. 35-42

Swift, J. S. and Smith, A.J.W. (1992) “Attitudes to Language Learning.” Journal of European Industrial Training, Vol. 16 (7), pp. 7-15

Swift, J.S. (1991) “Foreign Language Ability and International Marketing.” European Journal of Marketing, Vol. 25 (12), pp. 36-49

Swift, J.S. (1990) “Marketing Competence and Language Skills: UK Firms in the Spanish Market.” International business Communication, Vol. 2 (2), pp. 22-26