IDEAS home Printed from https://ideas.repec.org/a/inm/ormksc/v14y1995i1p22-42.html
   My bibliography  Save this article

A Three-Stage Model of Industrial Trade Show Performance

Author

Listed:
  • Srinath Gopalakrishna

    (Smeal College of Business Administration, The Pennsylvania State University, University Park, Pennsylvania 16802)

  • Gary L. Lilien

    (Smeal College of Business Administration, The Pennsylvania State University, University Park, Pennsylvania 16802)

Abstract

Trade shows are an important but under-researched component of the promotion mix for most industrial products. In this paper, we develop a three-stage model of trade show performance, relying on different indices of performance at each stage: attraction, contact, and conversion efficiency. We model the impact of preshow promotion, booth space, use of attention-getting techniques, competition, number and training of booth salespeople on the extent of attraction, contact, and conversion. The results from an empirical application using data from 85 firms that participated in a major trade show in 1991 suggest significant and different impact of these variables. In addition, we illustrate how the model can be used to evaluate trade-offs among different decision variables. Finally, we develop some general results implied by our model concerning the optimal allocation of trade show resources.

Suggested Citation

  • Srinath Gopalakrishna & Gary L. Lilien, 1995. "A Three-Stage Model of Industrial Trade Show Performance," Marketing Science, INFORMS, vol. 14(1), pages 22-42.
    • Handle: RePEc:inm:ormksc:v:14:y:1995:i:1:p:22-42
    DOI: 10.1287/mksc.14.1.22
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1287/mksc.14.1.22
    Download Restriction: no
    File URL: https://libkey.io/10.1287/mksc.14.1.22?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Proszowska Anita, 2019. "Information needs of Trade Fair Visitors — A Survey of the Participants of Kompozyt-Expo 2018 and Fastener Poland," Marketing of Scientific and Research Organizations, Sciendo, vol. 31(1), pages 21-39, March.
    2. Zerbini, Fabrizio & Borghini, Stefania, 2015. "Release capacity in the vendor selection process," Journal of Business Research, Elsevier, vol. 68(2), pages 405-414.
    3. Munuera, Jose L. & Ruiz, Salvador, 1999. "Trade Fairs as Services: A Look at Visitors' Objectives in Spain," Journal of Business Research, Elsevier, vol. 44(1), pages 17-24, January.
    4. Brown, Brian P. & Mohan, Mayoor & Eric Boyd, D., 2017. "Top management attention to trade shows and firm performance: A relationship marketing perspective," Journal of Business Research, Elsevier, vol. 81(C), pages 40-50.
    5. Reinhold, Michael, 2017. "Mythen, Fakten und Prognosen zum Ausstellerverhalten," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 34(1), pages 90-99.
    6. Alberca-Oliver, Pilar & Rodríguez-Oromendía, Ainhoa & Parte-Esteban, Laura, 2015. "Measuring the efficiency of trade shows: A Spanish case study," Tourism Management, Elsevier, vol. 47(C), pages 127-137.
    7. Berthon, Pierre & Pitt, Leyland & Watson, Richard T., 1996. "Marketing communication and the world wide web," Business Horizons, Elsevier, vol. 39(5), pages 24-32.
    8. Hansen, Kare, 2004. "Measuring performance at trade shows: Scale development and validation," Journal of Business Research, Elsevier, vol. 57(1), pages 1-13, January.
    9. Chao-Chih Hung & Min-Jiun Su & Wen-Long Zhuang, 2016. "The Effect of Exhibitors' Brand Equity on Visitors' Purchase Decision: Moderating Role of Exhibition's Competitive Intensity," Journal of Economics and Behavioral Studies, AMH International, vol. 8(3), pages 75-86.
    10. Mora Cortez, Roberto & Johnston, Wesley J. & Gopalakrishna, Srinath, 2022. "Driving participation and investment in B2B trade shows: The organizer view," Journal of Business Research, Elsevier, vol. 142(C), pages 1092-1105.
    11. Feld, Sebastian & Frenzen, Heiko & Krafft, Manfred & Peters, Kay & Verhoef, Peter C., 2013. "The effects of mailing design characteristics on direct mail campaign performance," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 143-159.
    12. José de Freitas SANTOS & Pedro Bruno Mendonça da SILVA, 2013. "Participate (or not) in International Trade Fairs? Decision Factors of Portuguese Managers," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 14(5), pages 689-703, December.
    13. Ainhoa Rodriguez Oromendía & María Dolores Reina Paz & Ramón Rufín, 2015. "Research Note: Relationship versus Transactional Marketing in Travel and Tourism Trade Shows," Tourism Economics, , vol. 21(2), pages 427-434, April.
    14. Moon, Hyun Sil & Kim, Jae Kyeong & Ryu, Young U., 2013. "A sequence-based filtering method for exhibition booth visit recommendations," International Journal of Information Management, Elsevier, vol. 33(4), pages 620-626.
    15. Shrihari Sridhar & Clay Voorhees & Srinath Gopalakrishna, 2015. "Assessing the Drivers of Short- and Long-Term Outcomes at Business Trade Shows," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 2(3), pages 222-229, September.
    16. Borghini, Stefania & Golfetto, Francesca & Rinallo, Diego, 2006. "Ongoing search among industrial buyers," Journal of Business Research, Elsevier, vol. 59(10-11), pages 1151-1159, October.
    17. Chao-Chih Hung & Che-Huei Lin, 2015. "The Relationships among Buyers’ Perceived Risk, Exhibitors’ Brand Equity, Purchase Postponement and Switching Intention-From the Perspectives of Perceived Risk Theory and Expectancy Theory," Information Management and Business Review, AMH International, vol. 7(4), pages 74-89.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormksc:v:14:y:1995:i:1:p:22-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.