CIMaR 2026

Marketing Beyond Borders

Resilience Routes to Regained Global Impact

33^rd Annual Conference

20 – 23 May 2026 | Hasselt University, Belgium

About CiMaR

Welcome to the 33rd Annual CIMaR Conference

In an era marked by geopolitical tensions, shifting trade dynamics, and growing economic uncertainty, international marketing stands at a pivotal crossroads. The 2026 CIMaR conference—hosted by Hasselt University in Belgium—invites scholars to explore how marketing strategy can offer not just adaptation, but leadership in turbulent times. Marketing Beyond Borders challenges the academic community to investigate how firms build resilience across resurrected borders and how marketing can drive purposeful, global impact amidst fragility. Staying true to CIMaR’s tradition of addressing international marketing in its broadest, most strategic sense, this theme encourages contributions that bridge rigor and relevance, insight and pure innovation, and that reflect the powerful role of marketing in shaping a more connected and resilient global economy.

International marketing is dead, long live international marketing!

Call for papers

Submissions are now open for full papers, abstracts & posters - plus a special track for early career researchers and their work. Please head over to www.conftool.com/cimar2026, create an account and submit your work. The CIMaR 2026 call for submissions is open until 1 January 2026. All submissions will be blind reviewed by the CIMaR review committee and acceptance/rejection and feedback shall be communicated by mid-February.

Paper submission

Industry Keynote Speakers

As a Master in Electronics, Wouter Leten became an expert in semiconductors as he grew through the ranks at Melexis. After a stint as Engagement Manager at McKinsey, Wouter joined ASML in early 2023 as the Head of Corporate Strategy & Strategic Business Development. Wouter is excellently placed to talk about international business & marketing challenges in the global tech industry.

With his Masters degree in Economics, Gregory Bauduin worked for some of the best known brands in the world. First at Sony, then at Bose, where he held regional & global marketing roles. Since 2017 Gregory has been dedicated to IKEA, first again as country marketing manager but now in a global marketing lead role. Given his career path, Gregory has tremendous experience in the balance between global & local marketing strategy and execution.

Registration

Registrations for CIMaR 2026 are open.

Registration fee is €450 for all participants.

Registrations are handled via Conftool, please go to www.conftool.com/cimar2026 to create an account and register as a participant.

Registration gives you access to the full CIMaR conference, including coffee breaks, lunches and the official conference dinner.

Registration fees do not cover travel, lodging, breakfast or dinner (except conference dinner night).

Program

A preliminary program for CIMaR 2026 has been drafted, subject to change

May 20
- 9h-12h: Early career workshop
- 13h-14h: Official opening of CIMaR 2026
- 14h-17h: Academic keynote & academic sessions
- 17h-18h: Industry keynote TBC
May 21
- 9h-17h: Academic sessions & panel discussions
- 17h-18h: Industry keynote TBC
- 18h-21h: Conference dinner
May 22
- 9h-11h: Industry keynotes ASML & Ikea
- 11h-16h: Industry-Academia sessions & discussions
- 16h-18h: Networking reception
May 23
- 9h-14h: Hasselt exploration (optional)

Practical information

More information coming soon.

Hosted by Hasselt University in the Heart of Europe

Conference Chair Piet Pauwels

Discover Hasselt

Welcome to Hasselt, a city that combines convenience with charm. Getting here is easy thanks to a direct train connection from Brussels Airport. Once you arrive, you’ll find a safe, compact city where the conference venue, hotels, and train station are all within a short walking distance. From the tranquility of Europe's largest Japanese Garden to a vibrant culinary scene, we are sure you will enjoy your stay with us.

About Hasselt University (UHasselt)

As the youngest university in Flanders, Hasselt University is a dynamic and research-oriented institution deeply embedded in its region. With campuses in both the city center and nearby Diepenbeek, the university is known for world-class research in fields ranging from epidemiology and mobility to renewable energy and the governance of family firms. The hosting Faculty of Business Economics is proud to offer programs with the prestigious AACSB accreditation, a testament to our high standards. Reflecting our continuous growth, we are expanding our city campus with a new state-of-the-art building opening in early 2027.