International exhibition organizers in China and their performance

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International exhibition organizers in China and their performance

 

Author: Kay, Li-kuen Andrew
Title: International exhibition organizers in China and their performance
Degree: D.B.A.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Exhibitions -- Planning -- China.
Special events -- China -- Management.
Exhibitors -- China.
Selling -- China.
Marketing -- China.
Department: Graduate School of Business
Pages: xiv, 301 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2165762
URI: http://theses.lib.polyu.edu.hk/handle/200/3153
Abstract: Studies about exhibition (trade show) organizers are limited to trade articles on isolated issues. Systematic strategic management studies on exhibition organizers have been neglected by the academics. There are many academic studies on exhibition performance viewed from the perspective of exhibitors and visitors, but not from the exhibition organizers' viewpoint. Commonly referenced exhibition performance studies, such as Kerin and Cron (1987), Gopalakrishna & Lilien (1995), Dekimpe et al.(1997), Seringhaus & Rosson (1998), Shoham (1999), Hansen (2004), and Li (2006), focused on how individual exhibitors and visitors can make use of an exhibition efficiently and effectively. The exhibitors care about fulfilling their individual selling and promotional objectives, while the exhibition organizers care about overall performance of the entire exhibition rather than on individual exhibitors. This study adopted a descriptive research design with exploratory elements, using a qualitative case study method. The objectives of this study were: (1) to examine the history, background, challenges, and issues facing the international EOs in China; (2) to identify the management strategies used by the international EOs; (3) to identify the key influential factors behind a successful EO, and present them in an exhibition organizer performance model. The exhibition industry in China is full of opportunities and competition. It is one of the few successful industries in which foreign EOs have managed to break into and dominate since 1979. Today, China is a difficult market for any new foreign entrant to penetrate due to few new and unexplored exhibition topics and limited unfilled time slots available at the reputable and major exhibition centers. The challenges and issues facing foreign exhibition organizers found in this study are de facto nationalization by Chinese rivals, takeovers by international rivals, pricing and localization, unclear exhibition ownership and intellectual property rights protection, and government red tape and restrictions. The management strategies of the international EOs in China found in this study are: pioneership for first-mover advantage, relationship building with trade associations and authorities, strengthening of visitor promotion and market share, and focusing with best value pricing. Strategies for foreign EOs are bringing in established exhibitions from overseas, acquiring local exhibitions, and staff localization for cost cutting and better local relationship building. Local EOs can sustain their exhibition ownership from takeover by partnering with foreign EOs for political backing and international networking. Exhibition organizers must satisfy customer (exhibitor and visitor) needs and provide an attractive business platform to both exhibitors and targeted visitors. The exhibition organizers need to convince the exhibitors and visitors that their exhibitions are better. This study created a model (Figure 13) for better exhibition organizer performance based on environment and timing, location of the exhibitions, reputation of the EOs (people and company), and marketing mix influences.

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