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Looks at the relationship of communications and innovation in the case of hi‐fi systems. States that the manufacturers’ problem is to ensure that an appropriate perception of the hi‐fi equipment is presented to the consumer. Presents a classification of consumers and shows how these consumers react to information. Suggests that information gathered from these consumer reactions can be used by the manufacturer to target audiences.

The purpose of this paper is to demonstrate that exhibitors, by relying on the now‐outdated Schramm model of communication, are wasting effort and at the same time generating worse results from their exhibition activities than might otherwise be the case.

As a conceptual paper, this paper draws on existing literature.

A new model of communication is described and trade fair activities of both visitors and exhibitors is mapped against it. The new model includes the concept that communication is a co‐creation of meaning rather than a “magic bullet” and therefore current sales‐led approaches to exhibiting are wasteful, since they do not take account of the needs of the majority of visitors.

In practice, exhibitors need to re‐think their strategic approach to managing their trade fair activities, specifically in terms of approaches to visitors and manning of stands.

The paper offers insights into trade fairs as communication, advocating that firms need to focus on establishing dialogue rather than simply aiming for one‐way communication.

This study concerns consumer responses to new product offerings in the category of high‐tech audio equipment. For the purposes of the study, consumers were categorised as high‐innovators or non‐innovators. The general objective of the research was to determine how differing groups of consumers view innovativeness, and how innovativeness is assessed, with particular reference to high‐tech product offerings. The research was carried out in two stages; a series of focus groups was run to determine the dimensions of the problem, and a questionnaire derived from this. The questionnaire was then administered to visitors at a consumer‐oriented trade show. Statistical analysis of the questionnaire revealed that there are significant differences between groups of consumers regarding the relative importance of various factors in the process of assessing innovativeness.

Examines the relationship between visitor expectations and exhibitor objectives at trade exhibitions. Drawing on both UK and US research, as well as original research conducted at four UK exhibitions, the author provides evidence that exhibitors and visitors not only have differing expectations of exhibitions and trade fairs, but that these differing expectations are incompatible in many cases. Comparisons are made between frequent exhibitors and infrequent exhibitors, and also between those who commit a large proportion of their marketing budgets to exhibiting and those who do not, in terms of their objectives and expectations for the exhibition; the conclusion is that even those exhibitors who exhibit frequently or commit large sums to the activity take scant account of visitor needs. Concludes with a set of recommendations for practitioners.

Exhibitions are widely regarded as powerful tools in the promotional mix, yet few studies have been undertaken to establish whether exhibitions are actually effective in meeting the objectives of the exhibitors. Reports on a survey of firms in the Midlands in which marketing managers were asked how they evaluate exhibitions, particularly in terms of non‐selling activities. Finds that firms have virtually no way of evaluating non‐selling activities, even if the managers concerned regarded these activities as a main purpose of exhibiting. Furthermore, few firms had any rigorous way of evaluating selling activities, and often could not make any objective judgement about whether exhibitions are cost‐effective.

This paper aims to profile the potential impact of shopping malls in the United Arab Emirates (UAE) – a country renowned for its hedonic consumption.

The approach is based on a combination of personal observation and review of media reports on the duality (bricks‐and‐mortar versus clicks) of investments in UAE retail space.

Initial observations of developments in the UAE shopping landscape provide compelling evidence to suggest that online shopping (etailing) is unlikely to match the hedonic consumption patterns such as major bricks‐and‐mortar investments in shopping malls (the Dubai Mall is not only equipped with an aquarium, a cinema, and a zoo, but also has an on‐site hotel).

The findings highlight two key challenges that would require further investigation. First amongst these is how to transform the identified entertainment aspects epitomised by the hedonic attributes of UAE shopping malls into generating “real profits” for retailers. Second is to establish how to reconcile the conflicting etailing investments in the country with the fast paced bricks‐and‐mortar developments – both running into millions of dollars.

This paper is one of the very few on the retail sector in the UAE and perhaps the first that examines this sector in the light of hedonism versus utilitarianism.