Kulturadaption von Auslandsmesse-Konzepten im Rahmen des Internationalen Managements

Thomas A. Martin (), Walter Ruda () and Monika Prinz ()
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Thomas A. Martin: Ludwigshafen University of Applied Sciences
Walter Ruda: Kaiserslautern University of Applied Sciences
Monika Prinz: International Graduate School Zittau

from Óbuda University, Keleti Faculty of Business and Management

Abstract: This paper investigates the adaptation of concepts for trade fairs to other European cultures. For this purpose Germany and Czech republic as well as Poland are compared. The use of fairs in international marketing is described according to a phase model. While entering a foreign market trade fair concepts should be adapted optimal to different cultural dimensions. There are dependent and independent elements from the culture which are connected with fair concepts. Culture covers as one approach: verbal and nonverbal communication, value conceptions and standards, customs and habits as well as nationality, religion and symbols. In addition important culture dimensions and layer models of the international management are presented. They form the reference frameworks, to which a fair concept may be adapted. By the comparison of fairs and culture elements results are explored deductively. The results have implications on a theoretical basis for German enterprises to optimize planning, execution and reinforcement of fairs in Poland and Czech republic.

Keywords: Trade Fairs; Cultural Adaptation; International Marketing; Intercultural Comparison (search for similar items in EconPapers)
Date: 2007
ISBN: 9789637154607
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