The purpose of this paper is to investigate the underlying dimensions of trade show performance in an emerging market context. Firms in industrial and emerging markets typically differ in terms of access to firm level resource endowments. Such differences make attempts to generalize the trade show performance dimensions proposed for industrialized country exhibitors to emerging market exhibitors problematic. This motivates the need for understanding the dimensionality of trade show performance in an emerging market context.
Data obtained from firms that partake in an emerging market trade show that takes place in an emerging market are used to investigate the dimensionality of trade show performance. By subjecting several trade show performance items into principal component analysis, a multidimensional performance construct, applicable to emerging market exhibitors, is introduced.
The empirical findings show that trade show performance, in an emerging market context, is multidimensional. The findings suggest that emerging market exhibitors tend to utilize trade shows somewhat differently from their industrialized market counterparts.
The findings imply the need for exhibit managers in emerging markets to set multiple objectives for trade show participations. The findings also suggest that exhibit managers need to staff the trade show booth with individuals possessing different sets of expertise.
The paper clarifies the dimensionality of trade show performance in the context of emerging markets and sheds light on the tactical and the strategic roles that trade show participations play in emerging markets.
