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    題名: Product Innovativeness, Trade Show Strategy and Trade Show Performance: The Case of Taiwanese Global Information Techonology Firm
    作者: 邱志聖
    Chiou,Jyh-Shen;Hsieh,Chia-Hung;Shen,Chung-Chi
    貢獻者: 國貿系
    關鍵詞: Trade show;product innovativeness;information technology;exhibitor;organizers
    日期: 2007-05
    上傳時間: 2014-11-25 10:50:55 (UTC+8)
    摘要: This study examines the effects of product innovativeness and trade show strategy on trade show performance. Based on a sample from the information technology industry in Taiwan, the results show that companies marketing innovative products focus on the trust and relationship building toward visitors and trade show organizers. In addition, information communication and relationship building strategies toward visitors affect perceived trade show performance. Finally, product innovativeness has a direct effect on perceived trade show performance in addition to the effect through trade show strategies.
    關聯: Journal of Global Marketing,20(2-3),31-42
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1300/J042v20n02_04
    DOI: 10.1300/J042v20n02_04
    顯示於類別:[國際經營與貿易學系 ] 期刊論文

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