Exhibition Areas: Case Study Research of Japanese Firms

Abstract

This chapter presents the potential of exhibition areas operated by consumer goods companies as a method of relationship marketing for corporate branding. Exhibition areas can provide visitors with opportunities to understand corporate brands. In order to clarify the roles of exhibition areas in corporate strategies, we conducted enterprise investigations of three Japanese companies, Sony, Nikka Whisky, and Toyota. Although we would like to propose that operating exhibition areas might be effective for marketing, the results show some differences among the companies in visitors’ data and their purposes. We should first question whether this method is suitable for each company in consideration of their view of corporate branding.

Citation

Endo, Y., Kurata, Y. and Naoi, T. (2014), "Exhibition Areas: Case Study Research of Japanese Firms", Tourists’ Behaviors and Evaluations (Advances in Culture, Tourism and Hospitality Research, Vol. 9), Emerald Group Publishing Limited, Leeds, pp. 41-48. https://doi.org/10.1108/S1871-317320140000009004