BEGIN:VCALENDAR VERSION:2.0 PRODID:icalendar-ruby CALSCALE:GREGORIAN BEGIN:VTIMEZONE TZID:Europe/Dublin BEGIN:DAYLIGHT DTSTART:20261025T010000 TZOFFSETFROM:+0100 TZOFFSETTO:+0000 RRULE:FREQ=YEARLY;BYDAY=-1SU;BYMONTH=10 TZNAME:GMT END:DAYLIGHT BEGIN:STANDARD DTSTART:20260329T020000 TZOFFSETFROM:+0000 TZOFFSETTO:+0100 RRULE:FREQ=YEARLY;BYDAY=-1SU;BYMONTH=3 TZNAME:IST END:STANDARD END:VTIMEZONE BEGIN:VEVENT DTSTAMP:20260919T214551Z UID:0LPYDw DTSTART;TZID=Europe/Dublin:20261008T130000 DTEND;TZID=Europe/Dublin:20261008T140000 CLASS:PUBLIC CREATED:20260916T120032 DESCRIPTION: Title: Growth Differences between Strategic Switchers and Non- Switchers: Does Agility Pay Off? \n\n Abstract: Dynamic and turbulent mark ets require agility in firm behavior and strategies. Defining agility as s witching between alternative strategies across time\, the authors compare agile firms with those that keep their strategies consistent. The authors combine survey data collected across four periods from top management of l arge manufacturers in an emerging market with secondary sales growth data into a panel data structure. Results show that agile firms perform better than consistents in terms of contemporaneous as well as sales growth in th e following year. The authors\, then\, investigate the effects of the type of switching\, switching up to more dynamic\, proactive strategies versus switching down to more cautious\, defender strategies\, to identify more desirable switching across different economic conditions. Finally\, the pa per identifies the drivers of different types of (desirable) switching in terms of marketing elements. Overall\, results support the notion of strat egic agility in the form of switching between alternative strategies acros s time as a superior approach in terms of sales growth compared to consist ent strategies. \n\n Bio: Ayşegül Özsomer is Professor of Marketing at Koç University\, Istanbul\, Türkiye. She specializes in global marketing \, branding\, emerging markets and the role of marketing in tough economic times. She has taught\, consulted\, and conducted research in the US befo re joining Koç University. She has published in top scholarly journals in cluding Journal of Marketing\, Journal of Marketing Research\, Internation al Journal of Research in Marketing\, Journal of International Marketing a nd Human Resource Management. She is the recipient of the 2011 Gerald Hill s Best Paper Award for ten-year impact on entrepreneurship research\, the 2013 Cavusgil Award for her paper investigating the interplay between glob al and local brands\, the 2023 Tamer Cavusgil Award for her paper on marke ting agility\, and the 2025 Significant Contributions to Global Marketing Award\, which honors a scholar who has made exceptional contributions to t he field of global marketing. Ayşegül has held visiting scholar position s at the Univ. of Michigan\, Ann Arbor\, the Anderson Graduate School of M anagement\, UCLA\, and Harvard University. She is the Editor in Chief of t he Journal of International Marketing\, an American Marketing Association Journal published by SAGE. \n\n Note: Tea/coffee and sandwiches will be se rved between 12 - 1 pm in front of Cafe Jolt on the Lower Ground Floor. \n \n Photographs will be taken during this seminar and may be shared on soci al media. If you do not wish to appear\, please notify tbs.research@tcd.ie . \n LAST-MODIFIED:20260916T140445 LOCATION:TBS Room 333 & via Zoom ORGANIZER:mailto:TBS.Research@tcd.ie SUMMARY:Research Seminar: Professor Ayşegül Özsomer URL;VALUE=URI:https://ti.to/trinity-business-school/research-seminar-aysegu l-ozsomer URL;VALUE=URI:https://ti.to/trinity-business-school/research-seminar-aysegu l-ozsomer END:VEVENT END:VCALENDAR