...Minjiang Jia; Chunlin Wan Purpose Considering that low-level general trust may hinder communication, this study aims to detect the factors that can influence general trust between exhibitors and visitors during business-to-business trade fairs. Design/methodology/approach Based on a literature...

...Pedro Mendonça Silva; Victor Ferreira Moutinho; Vera Teixeira Vale Purpose The purpose of this paper is to examine the relationship between product innovation and network and their export performance, particularly in trade fair context. Moreover, this paper conducts a comparative study among...

... marketing Industrial marketing Business-to-Business marketing Aircraft industry Trade fairs Exhibitions Exhibitions and trade shows are central to business-to-business (B2B) marketing mix (Smith et al., 2004). Trade shows are vital for initializing and developing international business...

... understanding of B2B service brand equity in a trade show context, the paper enriches research on trade fair issues. © Emerald Group Publishing Limited 2012 Service brands Service brand equity Purchasing value Trade show Trade fairs Brand equity Strategic evaluation Value analysis Business...

... orientation has an overall positive impact on organizational performance. The use of a customer‐centric orientation stresses the importance of collaboration, and the trade show provides a superb venue for collaborating with customers and other trade show participants. The terms trade show, trade fair...

... throughout the organization, the higher the intangible RTSI. Trade fairs Market orientation Information media With these issues in mind, we propose an index referred to as the return on trade show information (RTSI). It is an outcome measure that allows for simultaneous consideration of both...

... Limited 2010 Trade fairs Internet Market orientation Mathematical modelling The importance of trade shows as a promotion medium has been well documented in the USA and Europe in terms of show participation and expenditure levels (UFI/Global Association of the Exhibition Industry, 2007...

... Emerald Group Publishing Limited 2010 Trade fairs Shopping Cluster analysis Classification Industrial trade shows are a multi‐billion dollar industry. The typical exhibition industry metrics such as net square feet and the number of exhibitors/attendees have displayed steady growth...

... ‐ 18 . Berry , L.L. , Carbone , L.P. and Haeckel , S.H. (2002), “ Managing the total customer experience ”, MIT Sloan Management Review , Vol. 43 No. 3 , pp. 85 ‐ 9 . Blythe , J. (2002), “ Using trade fairs in key account management ”, Industrial Marketing...

... as a marketing instrument. Originality/value The paper provides a useful multidimensional perspective on what the future may hold for trade shows. © Emerald Group Publishing Limited 2010 Trade fairs Strategic management Decision making Trade shows have been essential sales...

...Anja Geigenmüller Purpose This paper seeks to provide a framework for understanding the role and contributions of virtual trade fairs in developing relationships. Using a relationship communication model, the paper aims to explore the determinants of value creation through virtual trade fairs...

... country at a trade show; motivations for participating in international travel trade fairs; motivations for participating in a specific travel trade show; and challenges with international travel trade fairs. Furthermore, memoing was extensively used and it formed the basis for the adopted...

.... Kåre Skallerud can be contacted at: kare.skallerud@uit.no © Emerald Group Publishing Limited 2010 Trade fairs Marketing strategy Most of the studies have shown that larger firms do, to a greater extent, participate as exhibitors compared to smaller firms (Banting and Blenkhorn...

.../approach As a conceptual paper, this paper draws on existing literature. Findings 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...

... exclusive). With regard to the use of trade shows as communication platforms, the question arises, whether relationships between objectives emerge when various types of communication instruments are implemented in the context of a trade show. Marketing communications Trade fairs Communication...

... Trade fairs Sales campaigns Marketing Resource allocation Customer relations An executive summary for managers and executive readers can be found at the end of this article. Exhibit resources refer to trade show budget‐related resource variables consisting of booth size...

... of exhibitors from the USA, Canada, Australia, and New Zealand (Rinzai, 1998). Displayed products International marketing Trade fairs Business‐to‐business marketing Japan Trade shows Trade shows have emerged as an increasingly significant component of industrial companies...

... Bureau, 1986a, 1994). It takes approximately 0.8 sales calls on average to close a sale initiated by a trade show lead while most estimates place the number required in the field to be five. Overall, the cost differential is about 3.5 to 1 in favor of trade shows. Trade shows, trade fairs...

... gathering and prospecting would be achieved relative to selling and servicing. © MCB UP Limited 1993 Effectiveness Exhibitions Sales promotion Selling Trade fairs JOURNAL OF BUSINESS & INDUSTRIAL MARKETING Trade Shows: What Do the Exhibitors Think? A PERSONAL SELLING PERSPECTIVE Bradley S...

...Daniel C. Bello; Gloria J. Barczak Considers how research carried out during trade shows can help industrial firms to manage the new product development process. Discusses the NPD process and offers a scheme for classifying trade fairs, thus making the selection of appropriate events easier...