al. Niepodległości 10 61-875 Poznań
Poland
ISNI ID: 0000 0001 0940 6494
GRID ID: grid.423871.b
Jerzy Schroeder
International Business and Global Economy, Volume 33, 2014, pp. 519-529
https://doi.org/10.4467/23539496IB.13.038.2423The purpose of this paper is to identify the role that contemporary international fair conforms to the exhibitors and how Polish exporters perceive and utilize its informative role. International fairs are among the most complex and effective ways of prospecting foreign markets. Among the many advantages of participating in a specialized international fair, maintaining, updating, and intensifying relations with existing customers and distributors, and finding new customers are some of the key features. Furthermore, the participation itself is a perfect pretext for carrying out a market research, getting information about the competition, and testing the acceptance of a new or innovative product among visitors. The participation in an international fair can prove highly beneficial for the company. Nevertheless, it is usually a costly activity, and for this reason the selection from the multitude of fairs of the most relevant for the participating company is an action to be done wisely and bearing in mind several selection criteria. The results of a research conducted in Poland offers valuable insights into how Polish exporters perceive and utilize nonselling activities during the international fair including carrying out general market research and meeting existing and new customers and distributors.
