When your exhibitors are successful, your event is successful. They want traffic, leads, new relationships. Organizing a trade show outside your home country adds a challenge to meeting those goals. Exhibitors know how they like to sell, but how do these prospects like to buy? If you can help exhibitors show that they respect and appreciate differences among cultures, you've gone a long way toward keeping your event in business. We talked with international trade show expert Matthew Green, ...

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