Effective Evaluation System for International Exhibition Participation.

      Аннотация: International exhibitions demonstrate a consistent growth worldwide presenting promotion opportunities especially for new and emerging industries in globally promising markets . It is important to evaluate the effectiveness of exhibition participation strategies. Although there is a body of empirical work that examine effectiveness of exhibitions, there is a need for more to be researched, as the communication strategy involved in the stages of exhibition have not been extensively studied at company level. Oil and gas constitute the key industry in Russia which explains the prominence of the Gas forum Exhibition; this work examines the Gas Forum exhibition participation strategies (stages and communications) of four participants which are JSC TYAZHPROMARMATURA (JT) and GAZPROM LNG (GL), NORD COMPANY and CHEMSERVICE (CS). The research attempts at developing an evaluation system adopting a blend of tools with focus on the at- pre- and post-exhibition participation stages and communication and assigns scores to expected parameters.

Ключевые слова: Exhibition, International exhibition, Evaluation system, formative evaluation, Summative evaluation, Pre exhibition, At exhibition, Post Exhibition, post exhibition follow up