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Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee preferences

Author

Listed:
  • Christophe Haon

    (MKT - Marketing - EESC-GEM Grenoble Ecole de Management)

  • Trina Sego

    (Waikato Management School - Waikato University)

  • Nancy Drapeau

    (Center for Exhibition Industry Research, 12700 Park Central Drive, Suite 308, Dallas, TX 75251, USA)

  • Shikhar Sarin

    (Waikato Management School - Waikato University)

Abstract

This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferences for staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observe that relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffing with executive/upper management and sales/marketing personnel. Additional comparisons between attendees who are decision-makers vs. influencers in the purchase process, between attendees from different kinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographic scope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors.

Suggested Citation

  • Christophe Haon & Trina Sego & Nancy Drapeau & Shikhar Sarin, 2020. "Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee preferences," Grenoble Ecole de Management (Post-Print) hal-02888626, HAL.
    • Handle: RePEc:hal:gemptp:hal-02888626
    DOI: 10.1016/j.indmarman.2020.03.016
    as

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