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Les foires et salons : pour quoi faire ?

Author

Listed:
  • François Mayaux

    (EM - EMLyon Business School)

  • John Shaw
  • Elisabeth Tissier-Desbordes

    (ESCP Europe - Ecole Supérieure de Commerce de Paris)

Abstract

Constatant le décalage entre le poids économique des foires et salons et le faible nombre de publications qui leur sont consacrées, cet article souhaite contribuer à une meilleure connaissance de cette activité. Après avoir analysé les particularités et la complexité de ce type de manifestations, il répertorie les objectifs recherchés par les exposants en s'appuyant sur une étude réalisée auprès de 270 entreprises françaises. Enfin il s'interroge sur les mesures d'efficacité mises en œuvre par les entreprises, en montrant que peu d'exposants mettent en place des outils pertinents. Les résultats permettent de mieux saisir les attentes et les pratiques des exposants et de pointer certains enjeux majeurs pour les organisateurs.

Suggested Citation

  • François Mayaux & John Shaw & Elisabeth Tissier-Desbordes, 2006. "Les foires et salons : pour quoi faire ?," Post-Print halshs-02915173, HAL.
    • Handle: RePEc:hal:journl:halshs-02915173
    DOI: 10.7193/DM.041.23.32
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    Cited by:

    1. Paul Lapoule & James Rowell, 2016. "Using Social Media to Support Trade Shows: Developing the Capabilities," South Asian Journal of Business and Management Cases, , vol. 5(1), pages 88-98, June.

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