While the majority of studies exploring online customer reviews in the light of intercultural comparisons draw on the theoretical framework of Hofstede’s cultural dimensions, which faced justifiable criticism, we make use of Socio-Cognitive Systems Theory to illustrate how consumers from...

This paper investigates the adaptation of concepts for trade fairs to other European cultures. For this purpose Germany and Czech republic as well as Poland are compared. The use of fairs in international marketing is described according to a phase model. While entering a foreign market trade...