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The historic Italian city of Pavia served as the backdrop for the 32nd annual CIMaR (Consortium for International Marketing Research) conference this year, bringing together 100+ academics, industry leaders and Ph.D. students from 17 countries to explore the future of international marketing, where 65 academic papers were presented.
For Cuneyt Evirgen, Faculty Director of Georgia State University’s Center for International Business Education and Research (CIBER) and Senior Academic Professional at the Institute of International Business (IIB), J. Mack Robinson College of Business (RCB), the 2025 gathering stood out for its balance of scholarly rigor and practical insight.
“CIMaR started more than 30 years ago as an informal group of academics committed to international business and marketing,” Dr. Evirgen explains. “It’s still intentionally small, fostering deep discussion, high-impact networking and a real sense of community.”
“We come together to share ideas on contemporary marketing issues, challenge each other’s thinking, and, yes, have some fun also.”
Themed around “transformative marketing,” the conference examined how companies can no longer “do things the way they’re used to,” according to Dr. Evirgen. Instead, marketing must serve as an engine for transformation—inside companies and in society at large, he asserts.
The University of Pavia, hosting CIMaR for the first time, provided access to Italian brands and executives who are reshaping their industries. Global brands such as Lavazza, Kartell, WeRoad and CMI Quid participated in the meeting, and attendees experienced site visits to local companies’ facilities.
From Social Media to Social Impact
Panels and keynotes spotlighted the ways brands are using technology—especially AI—and social media not just to sell products, but to create two-way dialogue with consumers, particularly younger generations.
Some of the most impactful examples came from companies using marketing to improve employee well-being, build employer brand loyalty and engage in projects with broader social or environmental benefits.
A keynote from Ferrero’s Global Head of People Experience, for example, underscored the close relationship between human resources and marketing.
“Corporate brand values directly influence talent attraction and retention,” Dr. Evirgen said. “Beyond fringe packages, how you treat employees shows whether you are a company people want to work with.”
Insights Across Markets
A final panel compared marketing trends in Italy, Australia, China and Turkey, revealing that while content varies across cultures, the underlying tools—especially social media—are remarkably consistent.
Dr. Evirgen says the quality of marketing talent in emerging markets like Turkey is now on par with established economies, with professionals frequently winning global awards and working remotely for international companies.
International collaboration was at the heart of the CIMaR 2025 event. It was successful in bringing together scholars, students and practitioners from four continents and providing an enriching environment for mutual learning in international marketing, says Leigh Anne Liu, Department Chair of the Institute of International Business at RCB.
“The conference was full of sharing, inspiring discussions, learning together and collegiality,” she notes.
Edward Wang, Clinical Assistant and IIB Professor at RCB, agrees. “The conference buzzed with innovative ideas, reconnecting with colleagues and forging new connections.”
Nurturing the Next Generation of Scholars and Connecting with Industry
A signature feature of CIMaR is its investment in early-career researchers. Pre-conference workshops and “speed dating” sessions with academic journal editors allowed Ph.D. students to test research ideas and receive candid feedback from top international marketing scholars.
Sustainability, green technologies and responsible global business emerged as leading research themes.
A keynote by CIMaR co-founder S. Tamer Cavusgil, Regents’ Professor, Fuller E. Callaway Professorial Chair and Executive Director of CIBER in GSU’s J. Mack Robinson College of Business (RCB), shared a tool to guide young scholars in their research.
Richard Philipps, Dean of RCB, gave a keynote that provided concrete examples of AI’s impact on higher education and degree program design, including recent program launches at RCB, which were developed in response to changing market needs.
But Dr. Evirgen sees CIMaR’s potential extending well beyond academia.
“The learnings are here,” he says. “We just need more opportunities to connect academics with business leaders—through consulting, executive training, advisory boards and speaking engagements.”
Looking Ahead
On behalf of the GSU-CIBER Executive Director, S. Tamer Cavusgil, and Managing Director, Paula Huntley, Dr. Evirgen expressed gratitude to the 2025 Conference Co-Chairs Antonella Zucchella and Birgit Hagen. “Kudos for an unforgettable event. We are excited for CIMaR 2026 in Belgium!”
Next year’s CIMaR will convene at the University of Hasselt in Belgium under the theme “Resilience Routes to Regain Global Impact.”
Dr. Evirgen encourages Atlanta-area companies to tap into the deep expertise of GSU’s international marketing faculty, some of whom participate each year in CIMaR.
“If your business wants to better understand global markets, navigate cultural differences or explore transformative marketing strategies, our academics can provide valuable guidance,” he says.
Atlanta business leaders interested in engaging GSU faculty for consulting, executive education or advisory roles can contact Dr. Evirgen directly at tevirgen@gsu.edu.
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