Department of Business and Enterprise Management

Background. Polish trade fairs organizers are looking for new methods to optimize achieved results and more effective methods of development. Coopetition as a management strategy is used in many areas of the economy. Enterprises applying this strategy achieve better financial performance, and are able to more flexibly respond to market changes. Therefore, the question whether it is possible to apply the coopetition strategy on the Polish exhibition market becomes appropriate today.

The paper presents the results of questionnaire surveys carried out among exhibitors participating in trade events in Krakow, concerning the selected areas of their preparation process for taking part in trade fairs. A review of the literature dealing with the description of the pre-show activities’ role in the management process of trade fair participation was the starting point for the surveys. Empirical studies allowed for defining the trade fair goals of the exhibitors and establishing the ways of preparing the personnel of the stand for the attainment of these objectives. In the summing up section, suggestions for improving the examined areas were presented.

In the process of managing participation in fairs, a long-term vision, taking into account a number of non-financial dimensions of the assessment, makes it more complex and risky and, consequently it requires more attention. The article presents the parameters of the process of managing participation in fairs by the exhibitors studied, analyses the relationships between them and identifies key risk factors in trade fairs activity of exhibitors. The article describes the respondents' behaviours in the studied area and highlights the importance of non-financial elements determining the readiness of exhibitors to participate in the fair. The decisions to participate in fairs are more and more often made based, for example, on the assessment of cooperation with organizers. The possibility of achieving non-sales goals during the event is also becoming more and more important, even if the company has difficulty assessing the degree of their implementation.

Summary The article presents the results of surveys concerning the information needs of people visiting trade fairs and the conditions for satisfying these needs on the example of the participants of KOMPOZYT-EXPO 2018 and FASTENER POLAND. The results of the surveys are preceded by an overview of literature describing the behaviours of people visiting trade fairs. The surveys were conducted during the aforementioned fairs by means of a direct questionnaire. On the basis of 98 cases qualified for analysis it was concluded, among others, that visitors during fairs look mainly for information about novelties in a given branch, about the current situation of the branch. They also look for information of an educational character. Moreover, over a half of respondents declared that they don’t prepare for participation in fairs in any specific way and when they plan the sequence of visits to particular stands, they follow mainly the invitations from exhibitors (over 54%). Summing up their p...

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.

Job fairs are one of the popular means used in communication between employers and potential employees in Poland. One of the groups, which the employer reaches through them are young adults entering the labour market, including students. The analysis of their behaviour constitutes the basis for preparation of the appropriate fair offer hence it is relevant to assess the attractiveness of job fairs and expectations towards them among this group of job seekers. The article presents the results of questionnaires conducted among 419 students of AGH University of Science and Technology in Krakow indicating their reasons for participating in (traditional and virtual) job fairs and the level of satisfaction with their participation. The results show a greater interest in traditional job fairs on the part of respondents. In addition, there is a diversity of expectations of job fairs among students of technical and managerial studies.

W artykule zaprezentowano narzedzia marketingowe stosowane przez organizatorow targow gospodarczych w procesie oddzialywania na zachowania wystawcow i rezultaty tych dzialan oraz prognozy kierunkow rozwoju instrumentarium marketingowego tego sektora na przykladzie Hannover Fairs International GmbH. W artykule zawarto rowniez analize celow wystawcow uczestniczących w tych targach, stanowiących deklaracje ich oczekiwan w odniesieniu do oferty targowej wystawcow. W ramach przeprowadzonego studium przypadku ustalono, ze najwiekszym zainteresowaniem cieszą sie te imprezy targowe, ktore są rzeczywiście wzorowo zarządzane i dają szerokie mozliwości promocyjne ich uczestnikom. Stwierdzono rowniez, ze tradycyjne targi gospodarcze, aby przetrwac na dzisiejszym rynku wykorzystują coraz intensywniej w ramach swojej strategii dzialania nowoczesne formy komunikowania sie, takie jak internet, media spolecznościowe czy aktywności w świecie wirtualnym i integrują swoje dzialania z innymi organizator...