Dear EMAC Friends and Colleagues,

Given the observation that quite a few new young academics joined EMAC recently, it was thought useful to give a short summary of the past, present and future relationship between the European Marketing Academy and the European Institute for Advanced Studies in Management (EIASM).

The European Academy of Marketing (EMAC) known until 1982 as the European Academy for Advanced Research in Marketing (EAARM) grew out of an annual workshop in marketing organised for the first time in 1972.

In the early days of the Academy, both the European Foundation for Management (EFMD) and the European Institute for Advanced Studies in Management (EIASM) worked closely together to administer EMAC and to promote further development of its membership. The EIASM provided the Executive Secretary and the EFMD the secretarial assistance. Since 1987, the European Institute continued on its own.

By 1976 the notion of a more truly European community of management academics and researchers was beginning to emerge more explicitly. The EIASM itself had been founded in 1971 and had very rapidly created an influential role for itself. Through working with some of the most talented doctoral students from all over Europe and the organisation of the first regular series of research workshops on management themes aimed at academics from all European countries, a new cross-national network of younger researchers was established to get to know one another. By attracting a high level faculty, the Institute provided the energizing force that mobilised that network. A new generation of well-trained researchers were starting to be productive and there was a new curiosity about the endeavours of others wherever they were located. Such processes were at work in the marketing area as well.

The EAARM/EMAC was officially founded on 3rd April 1975 in Copenhagen during its first Annual Meeting. The Annual Meeting, which has always been the core of the Academy’s activities, has grown in size over the years and has reached over 600 delegates this year in Murcia.

The EMAC, though, has become much more than its Annual Meeting: with the development of the Doctoral Colloquium (1976), the launch of their journal “IJRM” (1982) and more recently the renewed website, it has grown in its role as a focal point for marketing academics in Europe.

The first colloquium for European Doctoral Students in Marketing co-sponsored by the EIASM and the EAARM and held at the EIASM in Brussels (November 30 – December 3, 1976) was very successful. It was attended by 35 students from 12 countries representing 25 different European institutions and 14 faculty from 7 European countries participated.

The prime objective of the colloquium was to create early among beginning PhD students a sense of belonging to a larger European collegial network. This was facilitated by bringing together 35 students from different cultural backgrounds and enabling them to experience the benefits of interaction with other European marketing scholars.

The second aim was to broaden and deepen students’ perspectives on research needs and priorities at a critical stage in their doctoral work by giving them the opportunity to present their thesis ideas and intersts and to discuss them formally and informally, with the participating faculty and other students.

The programme consisted of 3 activities, organised around five task groups of faculty and students:
1. Faculty presentations and group discussions of research developments in marketing
2. Student presentations of thesis research interests
3. Research article discussions

Two evening round table discussions aroused some lively debate. And finally, despite the crowded programme, there was still time for individual student-faculty consultations.

In 1978 the Executive Committee was asked to express its opinion on the Doctoral Colloquium in Marketing organised by the EIASM. Not only were they in favour, but they stressed the importance of the cooperation between the European Institute and the Academy. The President was given the authority to approach EIASM on behalf of the Marketing Academy with the suggestion to have the Doctoral Colloquium every other year.

This was the beginning of a long cooperation proceeding today more than ever with the EIASM being responsible for the administration and logistics of the colloquium.

The EIASM provides the “home” and the legal seat for the EMAC. Because of regular rotation of the EMAC’s officers, continuity and planning is guaranteed by the EIASM which also represents the memory for the Academy. Gerry Van Dyck, the current Director of the EIASM, orchestrated this support with success and built over the years a portfolio of services that EMAC along with the other associations supported by the European Institute are now offered, such as the secretariat, administration of membership subscriptions, keeping of financial accounts, follow up of elections, launch and updates of website and newsletter, etc.

For many years, the EIASM has run workshops, conferences and its EDEN programmes. In the process, the EIASM has built the capabilities and networks of a generation of researchers. An early development plan saw the European Institute as
- initiator, catalyst and co-ordinator of joint efforts
- a basic resource to be used jointly by the European academic community
- making the vision of international innovative management education and research come through in attitudes as well as in concrete action
- striving to come closer to the real crucial problems of public and private organisations

Over the 33 years of the Institute’s existence, the network has developed --> Academic Council, Product Development Group, Faculty, Associations, PhD Students, Alumni. Today the EIASM administers 7 European Associations. The EDEN seminars are well established. Workshops continue to attract many hundreds of participants.

In January 2004, a Council decision established a community action programme to promote active European citizenship. As part of this programme, the EIASM is taking action:
- European Parliament professorships à internal Scientific Committee
- Expansion of EDEN
- Broadening of Academic Council membership
- Management Foresight Conferences

New opportunities will challenge the EIASM to expand its networks of Universities, Academic Associations, Faculty and PhD Students and to develop new activities for these networks.

With the growing interest in interdisciplinary co-operation in European research networks, the Institute needs to maintain its ability to play a pivotal role in this area.

And with partners like EMAC, the EIASM will continue to reflect in its commitments to action and learning a strategic understanding of the needs of its key stakeholders.

Peter Leeflang
EIASM Board Member and EMAC Member
and
Nicole Coopman
EIASM Programme Coordinator and EMAC Executive Secretary