Beginning in 2006, EMAC and the Korean Scholars of Marketing Science (KSMS) started exchanging ideas about fostering cooperation between the two organizations. The first joint symposium was organized in Reykjavik as part of the 36th EMAC Annual Conference; Since 2008, the Korean marketing community has also been represented within the EMAC community and a National Representative of Korea is a member of EMAC’s Executive Committee. Globalization intensifies in the course of time, and the partnership between EMAC and KSMS might prove very beneficial for both sides. EMAC found supporters for upcoming activities in East Asia: due to close links between academic associations in Korea and China as well as Japan, KSMS will assist EMAC to extend its scope to this geographical region. At the same time, EMAC will help Korean colleagues in taking an active part in academic marketing in Europe.
On a more individual basis, quite a number of European marketing scholars visit Korean universities regularly and have assisted KSMS with launching the Global Marketing Conferences, jointly held with EMAC.
The first one took place in Shanghai in 2008 and was co-chaired by Professor Udo Wagner, University of Vienna, EMAC Past President. In 2010, the Global Marketing Conference, co-chaired by Professor Graham Hooley, one of EMAC past president, was held in Tokyo. Two years later, it was organised in Seoul.