Published on February 27, 2026
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Updated on February 27, 2026
Dates
from February 27, 2026 to May 31, 2026
Location
Campus Saint Jean d'Angely
IAE Nice will host the 2026 AMA Global Conference from May 27 to 29, 2026, the world’s leading conference in international marketing organized by the American Marketing Association. For the first time ever, this prestigious event will be held in France, bringing together participants from more than 35 countries in Nice.
IAE Nice is honored to host the 2026 AMA Global Conference, organized by faculty members from IAE Nice and the GRM research laboratory — Catherine AUSSILHOU, Mantiaba COULIBALY, and Mohamed DIDI ALAOUI — in partnership with the American Marketing Association and SKEMA Business School.
A flagship event in international marketing, the conference brings together each year a high-level academic community under the leadership of the American Marketing Association, the world’s largest scholarly association in the field of marketing.
From May 27 to 29, 2026, researchers from over 35 countries will gather in Nice to present and discuss the latest advances in international marketing, including consumer behavior in emerging markets, cross-cultural relationship marketing, global supply chains, foreign market entry strategies, and the integration of sustainability and corporate social responsibility issues for internationally active brands.
Under the theme “Redefining International Marketing through Innovation, Sustainability, and Societal Value,” this edition invites participants to rethink the discipline in depth. The goal is to better understand global consumption transformations and explore more responsible, innovative, and impact-driven approaches.
For the first time, this conference will take place in France, and Nice has been selected as the host city. Nestled between the sea and the mountains, Nice offers an exceptional setting combining cultural richness, dynamism, and outstanding quality of life. Listed as a UNESCO World Heritage Site as a “Winter Resort Town of the Riviera,” the city is renowned for its iconic Promenade des Anglais, historic old town, museums, and vibrant contemporary art scene.
This privileged environment will foster exchanges, the development of international collaborations, and the sharing of new ideas, continuing the tradition of previous AMA conferences held in Sydney (2025), Verona (2024), Santiago (2023), Crete (2022), Taormina (2021), Buenos Aires (2019), Santorini (2018), and Havana (2017).
MORE INFORMATION
A flagship event in international marketing, the conference brings together each year a high-level academic community under the leadership of the American Marketing Association, the world’s largest scholarly association in the field of marketing.
From May 27 to 29, 2026, researchers from over 35 countries will gather in Nice to present and discuss the latest advances in international marketing, including consumer behavior in emerging markets, cross-cultural relationship marketing, global supply chains, foreign market entry strategies, and the integration of sustainability and corporate social responsibility issues for internationally active brands.
Under the theme “Redefining International Marketing through Innovation, Sustainability, and Societal Value,” this edition invites participants to rethink the discipline in depth. The goal is to better understand global consumption transformations and explore more responsible, innovative, and impact-driven approaches.
PROGRAM HIGHLIGHTS
- Interactive sessions and research presentations to share recent work and engage with specialists from around the world.
- Roundtable discussions addressing major challenges in international marketing.
- A doctoral consortium dedicated to supporting early-career researchers in developing their projects and academic careers.
- A special session of the Journal of International Marketing focused on the special issue “Global Sustainability and Innovation in International Marketing,” including feedback from the journal’s editors for submitting authors.
- A special French Marketing Association – American Marketing Association (AFM-AMA) session.
For the first time, this conference will take place in France, and Nice has been selected as the host city. Nestled between the sea and the mountains, Nice offers an exceptional setting combining cultural richness, dynamism, and outstanding quality of life. Listed as a UNESCO World Heritage Site as a “Winter Resort Town of the Riviera,” the city is renowned for its iconic Promenade des Anglais, historic old town, museums, and vibrant contemporary art scene.
This privileged environment will foster exchanges, the development of international collaborations, and the sharing of new ideas, continuing the tradition of previous AMA conferences held in Sydney (2025), Verona (2024), Santiago (2023), Crete (2022), Taormina (2021), Buenos Aires (2019), Santorini (2018), and Havana (2017).
This event has received financial support from the French government, managed by the French National Research Agency (ANR) under the France 2030 Investment Plan, as part of the Excellence Initiative of Université Côte d’Azur (ANR-15-IDEX-01).
MORE INFORMATION