Management and performance of international trade fair exhibitors: government stands vs independent stands

Autor:	F. H. Rolf Seringhaus, Philip J. Rosson
Rok vydání:	1998
Předmět:	Marketing Government Trade fair business.industry Visitor pattern media_common.quotation_subject International trade Promotion (rank) Marketing management Central government Market development Business and International Management business Trade barrier media_common
Zdroj:	International Marketing Review. 15:398-412
ISSN:	0265-1335
DOI:	10.1108/02651339810236425
Popis:	This paper brings together two significant export management issues: international trade fairs and export promotion. Trade fairs play a market development and expansion role while export support is aimed at building foreign market capability. This study examines companies at international trade fairs exhibiting on government stands and their own, independent stands. Discriminant analysis shows that the two groups of exhibitors differ in company strategy and trade fair performance. As well, staff training activities and visitor attraction are analysed, with the latter showing a clear relationship with performance. Implications for exporters and export promotion agencies are discussed and research directions given.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d079c0a3ce178cd4fcc8f43dbe10ec71 https://doi.org/10.1108/02651339810236425 Zobrazit plný text záznamu