| Title |
Inovacijos komunikacijos tarptautinėse parodose ir sprendimo pirkti sąsajos: klientų kilmės šalies poveikis / |
| Translation of Title |
Linking innovation communication in international exibitions and purchase decision: effect of customers' country of origin. |
| Authors |
Nemanis, Gediminas |
| Full Text |
|
| Pages |
75 |
| Keywords [eng] |
marketing ; international fairs ; exhibitions ; innovation communication |
| Abstract [eng] |
When it comes to introducing completly new, innovative solutions to the market many companies are lost in many possible ways of how to cleary get their points across to the potential customers. As a rule of thumb, international trade fairs attract a mass o visitors from multiple countries around the world thus further complicating their communication strategies. The objective of this work is to research exsisting innovation communication models and find out how customers from different countries react to different communication models. Two communication models were tested in an empirical field test- one based on sharing rational and factial information and the other based on building an emotional relationship between the customer and the stand employee. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2016 |
