Title: Exploring the links between goal-setting, satisfaction and corporate culture in exhibitors at international art shows

Authors: Camilo Prado-Román; Alicia Blanco-González; Francisco Díez-Martín

Addresses: Rey Juan Carlos University, Paseo de los Artilleros, s/n, 28032, Madrid, Spain ' Rey Juan Carlos University, Paseo de los Artilleros, s/n, 28032, Madrid, Spain ' Rey Juan Carlos University, Paseo de los Artilleros, s/n, 28032, Madrid, Spain

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.

Keywords: international trade shows; marketing goals; strategic planning; corporate culture; exhibitors; small business; small firms; evaluation mechanisms; sales-related planning; image building; information gathering; relationship improvement; pre-show; at-show; post-show; goal setting; exhibitor satisfaction; organisational culture; international art shows; Spain.

DOI: 10.1504/EJIM.2013.054326

European Journal of International Management, 2013 Vol.7 No.3, pp.278 - 294

Available online: 04 Jun 2013 *

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