TY - JOUR
TI - The impact of the exhibitor’s cultural context on the use of forms of communication in the management process of the exhibitor’s participation
AU - Proszowska, Anita
TI - The impact of the exhibitor’s cultural context on the use of forms of communication in the management process of the exhibitor’s participation
AB - 
	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.
VL - Volume 1
IS - Issue 2 (2015)
PY - 2015
C1 - 2450-114X
SP - 119
EP - 130
DO - 10.4467/2450114XJJM.15.009.4263
UR - https://ejournals.eu/en/journal/jagiellonian-journal-of-management/article/the-impact-of-the-exhibitors-cultural-context-on-the-use-of-forms-of-communication-in-the-management-process-of-the-exhibitors-participation
KW - trade fairs
KW - exhibitor
KW - Hall’s model
KW - contextuality of culture
KW - fairs marketing communication