Market Shaping Conference 2026 ​​​​​​​​​

"Shifting the System: Market Innovation for Sustainable Transitions"

27–29 May in the Netherlands

Wageningen University

About the event

We are pleased to announce that the Market Shaping Conference 2026 - "Shifting the System: Market Innovation for Sustainable Transitions" will be hosted by Wageningen University & Research in the Netherlands from 27–29 May 2026.

The conference aims to bring together leading scholars and practitioners working on market shaping and market innovation. The theme of the conference is “Shifting the System: Market Innovation for Sustainable Transitions”, exploring how markets can act as engines—rather than barriers—for achieving the Sustainable Development Goals. In addition to advancing understanding of market shaping and market innovation, contributors are invited to present work on how emerging market models, stakeholder collaborations, and digital technologies can accelerate sustainable market transitions.

Conference information

Why Wageningen?

Located at the heart of the Dutch Food Valley, Wageningen University & Research (WUR), the world’s most sustainable university, is a world leader in agricultural, food, and environmental sciences, renowned for pioneering research at the nexus of sustainability and innovation to drive change. Located at the heart of Europe, WUR is easily accessible from Amsterdam Schiphol Airport, Brussels, and Düsseldorf—making it the ideal hub for international exchange and an easy stopover on your way to EMAC or other destinations.

Conference Venue and travel information

The conference will be held in the Omnia building of Wageningen University, the Netherlands. The conference venue and conference hotel can easily be reached by public transport from Amsterdam Schiphol Airport, or by train from other destinations in Europe. Information on door-to-door public transport can be found here. Information on international trains can be found here.

Hotels

Conference hotel, Hotel WICC can be booked at a special conference tariff. Mention the conference code 932437 when making your reservation. Other options include, Hotel de Wereld, Hotel de Wageningse Berg (outside the city center, but equally close to the venue). Don’t hesitate to contact us if you need more options.

Organizers

The Market Shaping Conference 2026 is co-organised by Mashin (Market Shaping and Innovation Special Interest Group) and Wageningen University, more precisely the Marketing and Consumer Behaviour Group.

Organizing Committee

Dr Paul Ingenbleek, Wageningen University

Dr Caspar Krampe, Wageningen University

Gisela Otto, MSc., Wageningen University

Dr Valtteri Kaartemo, Tampere University

Prof Dr Suvi Nenonen, Stockholm School of Economics

Contact

events.mcb@wur.nl

Important dates

• March 1: Deadline for abstracts (max 300 words)

• April 1: Notification of acceptance

• May 1: Registration deadline

• May 27 (evening) – May 28 (full day) – May 29 (morning): Conference dates

Submit your abstract

You can submit your abstract via email to events.mcb@wur.nl.

Abstracts should be no longer than 300 words and contain the key ideas of the work that will be presented at the conference. Please include the author details.

Location

Wageningen University

Omnia

Hoge Steeg 2

6708PH Wageningen

The Netherlands