Editor’s Note: This article was contributed by Cuneyt Evirgen, Faculty Director of Georgia State University’s Center for International Business Education & Research (GSU-CIBER) and faculty member at the Institute of International Business (IIB), Daniella Fjellstrom, Associate Professor at the Department of Business Studies at the University of Gävle in Sweden, and Ehsanul Huda Chowdhury, Associate professor in the faculty of Education & Business Studies, also at the University of Gävle, as part of GSU-CIBER’s annual partnership with Global Atlanta.
Widely known for its international business degree programs and research centers, GSU-CIBER also leads an initiative called the Consortium for International Marketing Research (CIMaR).
The informal research alliance was founded more than 30 years ago to bring together diverse scholars from around the globe to share their research on international marketing practices. The group meets each year at a different member university campus, with special emphasis on research and business practice in international marketing including host country-specific practices.
The 31st annual Consortium for International Marketing Research (CIMaR) conference, held June 10-13, 2024, at the University of Gävle in Sweden, was a highly successful event that brought together scholars, industry leaders and professionals to address environmentally and socially sustainable practices in international business and marketing, according to organizers.
“We are a small university, and our department had not organized an international conference before. We wondered if we could create the same vibe in Sweden as the last CIMaR in Brazil,” said Ehsanul Huda Chowdhury, associate professor in the faculty of Education & Business Studies at the University of Gävle.
Organized by Georgia State University’s Center for International Business Education & Research (GSU-CIBER), the conference is held at a different CIMaR member university each year and had not taken place in Sweden previously. This year’s theme, “Sustainable International Business: Being Resilient under New Realities,” proved a big draw.
With participants from 19 countries and 49 institutions, 39 of which were business schools, the event also featured notable companies like SSAB AB, Alleima, Sandvik AB, Microsoft Sweden, Dormer Pramet and Cibes Lift Group.
“Sweden is one of the countries in Europe spearheading the sustainability initiative including the Green Deal. Hence, it was particularly inspiring to listen to executives of different Swedish companies and learn how they are planning and executing such initiatives,” said GSU-CIBER Faculty Director Cuneyt Evirgen.
Keynote Highlights and Industry Insights
The conference featured keynote speakers, including Richard Phillips, Dean of the Robinson College of Business at GSU, who discussed current and future trends in business education.
Martin Pei, executive vice president and chief technical officer of Swedish steel producer SSAB, focused on the company’s groundbreaking HYBRIT technology, aimed at developing fossil-free steel, potentially reducing Sweden’s total carbon dioxide emissions by at least 10 percent.
Panels and workshops at the conference covered a wide range of topics, including green transition, ethical challenges for multinational enterprises, the digital economy and artificial intelligence and geopolitical disruptions.
Dr. Chowdhury noted that one of the most engaging panels was a discussion on AI and education, led by Dean Phillips.
“As educators, we are also thinking about how AI will take our jobs. Dean Phillips gave us a very clear picture of what is going on, how AI can help the students and how we can take initiatives on monitoring it,” Dr. Chowdhury said.
The participation of industry experts, such as AI specialists from Microsoft Sweden, also added significant value to the conference.
“One industry participant said to me, ‘This was a fantastic opportunity. Normally, we are never invited to these types of events. What’s next?’” said Daniella Fjellstrom Associate Professor of Business Studies at University of Gävle.
“Industry speakers were asking for a continuation of the conversations. So, this really created value for the industry,” she asserted.
The CIMaR team, led by GSU-CIBER representatives Cuneyt Evirgen and Paula Huntley and local organizers, including Dr. Chowhury and Dr. Fjellstrom, provided accommodations, tours and networking opportunities during the conference.
Cultural programs included a visit to a historic castle, a boat tour to a nearby archipelago and local cuisine, offering attendees a glimpse into Swedish culture.
Celebrating Excellence in International Research
CIMaR 2024 also recognized outstanding research contributions and showcased the collaborative and international nature of academic research. Of the 43 papers presented, the three that received the highest honors focused on socially responsible behavior of multinational enterprises, digital transformation and corporate social responsibility in emerging markets and enhancing competition through innovation in emerging economies.
These papers, each involving cross-border academic collaboration, will be considered for publication in a special journal issue about the conference.
Building Partnerships
The success of CIMaR 2024 highlighted the importance of collaboration between academia and industry, with industry experts providing practical insights and real-world applications of sustainable practices.
The next CIMaR conference, to be held at the University of Pavia in Italy, May 19-21, 2025, will explore the theme, “Transformative Marketing: Driving Business and Societal Change.” This will be the 32nd conference and is already drawing interest and attention from scholars and businesses worldwide
Whether for scholars wishing to share research, industry leaders looking to exchange ideas or professionals seeking to expand networks, CIMaR offers a platform to connect and collaborate on themes of importance to international business and marketing.
“CIMaR’s depth is increasing. The reach is increasing, and the community is tightening even more with new members joining. Basically, it’s a long journey, not a one-time event; it’s in its fourth decade right now. So, a lot of value is being created,” Dr. Evirgen asserted. “It’s great to see this being underlined by both the industry and the academics who participate.”
International marketing researchers interested in joining the more than 160 members of CIMaR or industry professionals looking to participate in CIMaR 2025, please reach out to Dr. Evirgen at tevirgen@gsu.edu or Paula Huntley at phuntley@gsu.edu visit https://ciber.gsu.edu/CIMaR-consortium/.
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