Exploring the links between goal-setting, satisfaction and corporate culture in exhibitors at international art shows Online publication date: Wed, 10-Sep-2014
by Camilo Prado-Román; Alicia Blanco-González; Francisco Díez-Martín
European J. of International Management (EJIM), Vol. 7, No. 3, 2013
Abstract: International trade shows are a valuable, but expensive, marketing tool that requires careful planning. The present study assesses two key aspects of the planning process among Spanish firms exhibiting at art and collectibles international trade shows: (a) the quality of their planning process; and (b) the ensuing levels of satisfaction in relation to the extent to which they fulfil their goals. A general model of trade-show planning is tested empirically against a sample of Spanish firms exhibiting at art and collectibles trade shows. The results show considerable room for improvement in current planning practices: goals are not reached and satisfactory outcomes are unrelated to the planning process. Finally, the authors offer suggestions to increase planning efficiency among firms in the art and collectibles industry. They establish that an organisational culture is needed which fosters knowledge of how to set goals and how to put into effect goal-oriented planning.
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