This paper examines differences in exhibitors who participate at international trade shows at joint booths and those who participate at individual booths. The structure, strategy, and trade show performance of exhibitors at joint booths and those at individual booths are analysed. The analysis of exhibitors at the international food shows SIAL (Paris) and ANUGA (Cologne) showed several significant differences with regard to structure and strategy. However, no significant differences in the performance assessments between the two partici-pation modes were found. The findings have important implications for exhibitors at interna-tional trade shows and export marketing programmes and other marketing programmes offering services to international trade show exhibitors.
Ikke Angivet, 2000
MAPP; Internationale udstillinger; Struktur; Strategi; International trade shows; Structure; Strategy