The aim of this study is to present and examine an innovative model of knowledge sharing and knowledge acquisition that enables learning in trade shows.
A social exchange perspective was adopted to examine the inter‐firm relationships between customers and suppliers. These participants are looking for ways to increase respective adaptations. Data were collected from 654 respondents, half of whom were customers and half suppliers from five technology trade shows.
A major finding is that knowledge sharing plays a significant role in trade shows, despite the hasty, flowing and highly dynamic nature of these events. It is the core process which fosters learning of both customers and suppliers
The study is a first analysis into the knowledge‐sharing aspects of trade shows, and it is limited in the sense that learning, which is a prolonged process, should be investigated in more depth over time. Immediate implications could be the formation of an enhanced attitude of sharing specific and adaptation‐oriented information within the participants.
Although trade shows are routinely utilized, the mechanisms of knowledge sharing and the resulting learning that occur within the trade shows were not methodologically explored. The paper is trying to look at trade shows in a fresh way and to view them as an important source for creating learning and continuous processes with external sources, both suppliers and customers.
