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WWhen most children are asked if they are “digging their way to China,” they simply laugh. When Ruth Lumb was asked this question, she answered yes. Although she never dug deep enough to get there, she visited China for the first time three decades ago and has traveled between continents regularly ever since.

L umb is a marketing professor at Minnesota State University Moorhead. Her major research interest is globalization and its effects on consumer values and attitudes. This research piqued her interest in world travel, and eventually her passion for China.

“ My interest in China began when I was at a conference in India and I was made aware of the differences in political ideology of China and Taiwan,” Lumb said. “I was curious why, and that’s when I became interested in the Chinese market.”

S ince then Lumb has returned to China at least once or twice each year, totaling more than 40 trips overseas. Although this adds up to quite a few frequent flier miles, she said the journey is well worth the trip to visit her “second home.”

“ It has been interesting to watch the Chinese market change so quickly throughout the past three decades. The attitudes of the people about markets and industry have completely changed now that the government has accepted a less socialistic approach to business,” Lumb said. “It’s exciting to be a part of that transformation.”

L umb’s experiences in China were so inspiring that she wanted MSUM students to have the same opportunity. She has taken business students to China nearly every spring for the eight years she has taught at MSUM.

“ When I take students to China, it is by no means a drive-by tour. I give them what I call ‘hoofit’ time so they can be a part of the culture rather than a spectator of it. This is when they have an opportunity to walk the streets and talk with the locals. Then we meet up and tell our stories,” Lumb said. “It is so rewarding and I learn something new from my students every trip I take with them.”

L umb is also a bicontinental professor. She holds the rank of professor in the School of Management at Xi’an University of Science and Technology in Xi’an, China, where she teaches and conducts research with a research grant she received from the Chinese government. Last fall, Lumb taught classes in China for one month and arranged for MSUM students and students in China to work together on virtual teams. She continues that connection this spring, while MSUM’s School of Business looks at other virtual teaming opportunities.

L umb was also instrumental in developing the new Doing Business in China certificate program that will be available for both students and community members fall 2013. This program will consist of four classroom courses and an educational trip to China. It will focus on China’s worldview while exploring the country’s rich history, economy and culture, helping business professionals become familiar with the nation’s unique international business practices.

“ The world is getting smaller every day, which is why it’s important to learn about the world beyond our borders,” Lumb said. “Since China’s market is continuing to grow, it is important to understand its business objectives. That is why this program is going to be so beneficial.”

L umb has helped many MSUM students “dig their way to China,” and she looks forward to continuing this through the new certificate program. The sea is no barrier for Lumb; it is simply the street she must cross between her two homes. [AWM]