I. Founding Background

Since 1990’s, an increasing number of Chinese companies have begun to set up operations overseas while expanding their exporting scale. Particularly to answer the government’s call of “Going International”，firms from various industries accelerated their pace of internationalization. When faced with many difficulties and hurdles，they came up with many academic and professional issues, demanding for new knowledge and skills regarding international and global marketing. To undertake these research tasks, Department of Marketing, approved by Business School of UIBE, founded Center for Global Marketing, CGM (a) in September 2003.

II. Philosophy and Mission

From a global perspective, CGM endeavors to attract new members from outside UIBE Marketing Department and UIBE while expanding its connection to more world academic organizations and scholars with similar research interest in an attempt to set up a global marketing academic network. CGM encourages and facilitates its members to study the laws behind successes and problems in firms’ international marketing practices, so as to make real contributions to firms and society with solid findings as regard to the global environment and competition strategies. Meanwhile, CGM also expects to enhance its members’ pedagogic skills and education quality with their research accomplishments, bringing up an increasing number of talented academics and professionals in international/global marketing.

III. Tasks

1. Discover new significant issues concerning international/global marketing particularly of emerging market firms, and facilitate exploration of them one by one.

2. Encourage and organize efforts (such as conference) to get the members’ research and case study findings publicized and published in prestigious international and domestic journals.

3. Encourage and organize efforts to get the members’ research findings published in form such as academic monograph.

4. Organize academic and professional seminars on a regular basis, and sponsor or co-sponsor some national or international academic conferences duly.

5. Providing consultancy service to demanding companies to apply theory into practice, as well as facilitating CGM members’ research.

IV. Constitution Principles

Type: non-entity academic and consulting institution

Principles：Membership on the volunteer basis, built initially with members of Marketing Department, Business School, UIBE, and expanded to include scholars of the similar academic interest from outside of the school and UIBE. As always, the members’ dedication and cooperation are highly valued.

V. Structure and Persons in Charge

Advisor：
Zou，Professor of Marketing, Trulaske School of Business, University of Missouri at Columbia, U.S.A.

Director：
Huifen Fu，Professor of Marketing, Business School, UIBE;Member of China Advisory Council of American Marketing Association (AMA), Telephone：010-64494299 Email：huiff@uibe.edu.cn

Deputy Directors：
Wei Xiong, Associate Professor of Marketing, Chairperson, Department of Marketing, Business School, UIBE Telephone：010-64494681 Email：veraxiong@sina.com;
Xiaoling Guo, Professor of Marketing, Associate Chairperson, Department of Marketing, Business School, UIBE Telephone：010-64494372 Email：xiaoling.guo@uibe.edu.cn

Secretary General：
Baocheng Liu, Associate Professor of Marketing, Business School, UIBE; Director of Center for International Business Ethics Telephone：010-64973919 Email：baocheng.liu@gmail.com

Ⅵ. Overview of CGM Activities

Since the founding of CGM, three types of activities have been organized as follows:

1. Academic and Professional Seminars on a Regular Basis

CGM holds a couple of seminars with presentations of research findings and methodology by professors and doctors from business schools of developed country universities such as those from the U.S., U.K. and Australia and from other Chinese universities. Senior managers from different companies have also been invited to deliver the cases of their practical experience in multinational operation.

For instance, CGM held a Cross-Border E-Commerce Forum on Nov. 21st 2013, in which Professor Wang Jian from School of International Trade and Economics, Director of Center for International Business, UIBE, an APEC E-Commerce Business Alliance expert (also a member of CGM), was invited to deliver a speech on “The Development and Trend in Cross-Border E-Commerce”.

2. Company Visits to Facilitate Research and Case History Composition

The members of CGM have conducted field research in over 50 Chinese companies in Zhejiang, Guangdong, Sichuan, Jiangsu and other provinces in their spare time to trace the track of their routes of internationalization, resulting in quite a few investigation reports, theses and several teaching cases on international/ global marketing strategies and practices. The case ‘Herborist’s Steps into the World Market’ (Co-authored by Fu Huifen, Director of CGM, Xiong Wei, Vice director of CGM, and Meng Fanyi, Phd candidate) has been selected by China Management Case-Sharing Center affiliated to National MBA Education Advisory Committee as one of The Forth National Collection of 100 Best Management Cases in Aug. 2013.

3. Academic Conference Sponsored

CGM successfully held the ‘2007 International/Global Marketing Academic conference (China Related)’ in Dec. 1st2nd, 2007 on a national scale. International/global marketing scholars from Tsinghua University, Peking University, Renmin University of China, Nankai University, Central University of Finance and Economics, China University of Petroleum and other major universities and research institutes participated in the conference and papers were submitted accordingly on modes of overseas market entry and competitive strategies of Chinese firms going international. Dr. Yigang Pan, Professor of international business and marketing from Business School, York University, Canada and other leading scholars at home and abroad were invited by CGM to deliver their keynote speeches followed by several panel subject seminars.

In conjunction with the world famous Consortium for International Marketing Research (CIMaR), CGM successfully organized the “2009 UIBE-CIMaR International Marketing Academic conference” in Oct. 16th18th, 2009. The conference was in English throughout and over 50 papers were presented. Scholars from 16 countries including the U.S., U.K., Germany, Italy, Sweden, Malaysia and those from China Hong Kong, Macau and Taiwan participated in the conference with scholars from Tsinghua University, Renmin University of China, Nankai University, Central University of Finance and Economics and other universities to discuss academic issues such as the characteristics and international marketing strategies adopted by emerging and developed market companies. The keynote speeches delivered by Dr. P. Rajan Varadarajan and Dr. Daniel C. Bello and speeches made by four other famous scholars from the U.S., U.K. and Hong Kong were very enlightening. Papers from different countries and business schools of various universities and those of CGM members were all presented and reviewed by the those prestigious experts.

4. Consulting Service Provided

Over the past decade, senior members of CGM have often come across questions raised by managers in charge of international marketing. These professors and associate professors were always ready to help with answers or training courses at invitation, to assist the managers in overcoming difficulties they encountered in the process of internationalization. Some of them have assumed the role of advisor or consultant to certain companies, for which the students are sometimes guided in creating marketing plans.

Ⅶ. Academic Accomplishments and Research Projects Undertaken

Members of CGM have actively participated in various international academic conferences and exchange visits. As a result, some of their papers have been published by Journal of International Marketing, International Marketing Review，International Management Review and other world-famous top-tier journals as well as domestic ones including Nankai Management Review, Journal of Marketing Science, Research on Economics and Management, Research on Financial and Economic Issues, International Trade, International Business and other CSSCI core journals. Meanwhile, members of CGM have also won a dozen of research projects granted by high-end foundations such as National Natural Science Foundation, National Social Science Foundation, the Humanities and Social Science Foundation of the Ministry of Education, Beijing Humanities and Social Science Foundation, Ministry of Commerce of the PRC, National Development and Reform Commission. Academic monographs, translation works and textbooks by the members like Global Marketing and International Marketing have also been published. Due to their engagement in teaching by international standards and pedagogy, they have also received a number of pedagogic awards including “National Model Concentration of Unique Feature”, “Top Quality Course” and “National Model of Bilingual Business Course”.

With members of CGM as main authors, Huifen Fu and Baocheng Liu as editors, a collection of theses on international marketing were published in International Management Review in Oct. 2007. After the ‘2009 UIBE-CIMaR International Marketing Academic conference’, its proceedings titled ‘International Marketing: Emerging Markets’ edited by Shaoming Zou and Huifen Fu, the co-chairs of the conference, were officially published by British publishing group Emerald in Jan. 2011.