PL EN


2015 | 1 | 2 |
Article title

The impact of the exhibitor’s cultural context on the use of forms of communication in the management process of the exhibitor’s participation

Content
Title variants
Languages of publication
PL
Abstracts
PL
The purpose of the article was to analyse the impact of the exhibitor’s cultural context on forms of communication used by exhibitors participating in fairs on culturally different markets. The article characterizes contextuality as a criterion for division of national cultures according to the E. T. Hall model and fairs marketing communication tools. Next, the analysis covers impact of cultural context on communication forms applied by exhibitors. Examples of fairs presentations of exhibitors representing cultures of high, medium and low context have been described. The paper characterizes similarities and differences between the used forms of communication. Finally, strategic implications are indicated for entities including trade fairs in their communication process with their stakeholders.
Year
Volume
1
Issue
2
Physical description
Dates
published
2015
online
2016-09-22
Contributors
References
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.ojs-issn-2450-114X-year-2015-volume-1-issue-2-article-6600
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