History
Founding the SIG
The AMA Global Marketing Special Interest Group was founded in 1994 in response to the growing importance of international marketing in both academic research and business practice. The early 1990s marked a period of accelerating globalization—NAFTA took effect, the European Union formed, and multinational corporations expanded rapidly into emerging markets. Marketing scholars and practitioners recognized that traditional domestic marketing frameworks inadequately addressed the complexities of cultural differences, cross-border competition, and global strategy.
Six scholars from leading U.S. business schools (see below) came together to establish a dedicated forum within the American Marketing Association for those focused on international marketing. These founders envisioned a community that would facilitate interaction among academics, practitioners, and policymakers; promote international perspectives in marketing education; foster rigorous research on global marketing challenges; and disseminate insights across the field. The SIG quickly became one of the most active special interest groups within the AMA, attracting scholars who recognized that understanding international markets required specialized knowledge and cross-cultural perspectives.
Founding Members
The visionaries who established the AMA Global Marketing SIG
University of Colorado
Georgetown University
Pace University
University of Maine
Saint Louis University
Xavier University
Key Milestones
Our Journey Through Three Decades
1994 — Founding
SIG officially established with founding meeting at AMA Educators' Conference.
1998 — Global Insights Newsletter
Launched quarterly newsletter featuring research summaries, teaching resources, and practitioner perspectives.
Late 1990s — UK Partnership
Established partnership with Academy of Marketing (UK) for bi-annual joint international conferences, strengthening transatlantic research collaboration.
Early 2000s — Going Global
Began hosting dedicated international conferences outside the United States—in Europe, Latin America, and Asia—reflecting the global nature of membership.
Mid-2000s — Doctoral Consortium
Established Doctoral Consortium as pre-conference program, pairing doctoral students with senior scholars for mentorship and research development.
2010s — Awards Programs
Formalized awards: Significant Contributions to Global Marketing Award recognizing career achievements, and Excellence in Research Award celebrating innovative scholarship.
2015+ — Journal Collaboration
Expanded collaboration with the Journal of International Marketing on special issues addressing digital globalization, sustainability, and cultural intelligence.
Present — Global Community
Conferences regularly attract 150-250 participants from 40+ countries; membership exceeds 500 scholars spanning six continents.
SIG Chairs
The following scholars have led the SIG as Chair. For biographies, see our Past Chairs page.
| Years | Chair | Institution |
|---|---|---|
| 1994–1995 | Camille P. Schuster | Xavier University |
| 1995–1997 | Diana R. Lawson | University of Maine |
| 1997–2001 | William J. Lundstrom | Cleveland State University |
| 2001–2005 | David A. Griffith | Michigan State University |
| 2005–2007 | Camille P. Schuster | Cal State San Marcos |
| 2007–2009 | Frank J. Franzak | Virginia Commonwealth University |
| 2009–2011 | Kate Gillespie | University of Texas at Austin |
| 2011–2013 | Esra Gencturk | Ozyegin University |
| 2013–2015 | Frank J. Franzak | Virginia Commonwealth University |
| 2015–2017 | Annie Peng Cui | West Virginia University |
| 2017–present | Goksel Yalcinkaya | University of New Hampshire |
A Lasting Community
From six founding members in 1994 to a global community of 500+ scholars across 50+ countries, the AMA Global Marketing SIG has become the premier forum for international marketing scholarship within the American Marketing Association. Annual conferences regularly draw 150–250 participants from 40+ nations and have been hosted across the United States, Europe, Latin America, and Asia.
The doctoral consortium has supported successive generations of emerging scholars — many of whom now lead international marketing programs at research universities worldwide. Long-running partnerships with the Academy of Marketing (UK) and the Journal of International Marketing, together with the SIG’s awards programs, continue to recognize and disseminate research that shapes the field.
The Story Continues
Three decades on, the SIG continues to advance international marketing scholarship under new leadership. Our mission and objectives capture the principles that have guided the community since 1994.
Meet the current board of directors to see who is leading the SIG today.