Management and performance of international trade fair exhibitors: government stands vs independent stands (ABSTRACT)
Seringhaus, R., & Rosson, P.
published: 1998 | Research publication | Refereed Journals - Marketing
Seringhaus, R., & Rosson, P. (1998). "Management and performance of international trade fair exhibitors: government stands vs independent stands". International Marketing Review, 15 (5), 398.
ABSTRACT: This study identifies differences in exhibitors who participate in international trade fairs (ITF) with export assistance and those without. It discusses the relevance and importance of ITFs and in particular draw implications for exporting companies and export promotion providers. The aim is to better understand the fit of export promotion assistance with ITFs. The study analyses the strategy, activity and ITF performance of exhibitors on government stands and those on their own independent stands. A comparative analysis of exhibitors looks at company strategy, staff training, visitor attraction activities, and ITF performance. Conclusions and implications for exhibitors and export promotion providers are offered.
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revised Feb 2/05
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