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

• Authors: Anita Proszowska
• 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.

Keywords

PL

trade fairs, exhibitor, Hall’s model, contextuality of culture, fairs marketing communication

• Publisher: Uniwersytet Jagielloński
• Journal: Jagiellonian Journal of Management
• Year: 2015
• Volume: 1
• Issue: 2

Dates

published

2015

online

2016-09-22

Contributors

author

Anita Proszowska