Journal of Business & Industrial Marketing: Volume 25 Issue 4

An exploratory study of attendee activities at a business trade show

Srinath Gopalakrishna, Catherine A. Roster, Shrihari Sridhar

Although trade shows are a significant part of the B2B communications mix, academic research in the area is sparse. To successfully manage this medium, a careful understanding of…

Exploring visitor experiences at trade shows

Diego Rinallo, Stefania Borghini, Francesca Golfetto

The purpose of this paper is to investigate business visitor behaviour at trade shows and to propose a complementary view based on the experiential perspective in marketing.

Structure, strategy and performance of exhibitors at individual booths versus joint booths

Kåre Skallerud

This paper seeks to examine the differences at international trade shows between exhibitors who participate in joint booths and those who participate in individual booths. The…

The return on trade show information (RTSI): a conceptual analysis

Harriette Bettis‐Outland, Jane S. Cromartie, Wesley J. Johnston, Aberdeen Leila Borders

The purpose of this paper is to analyze the need for developing a return on trade show information (RTSI) index; this index would be used to measure the impact of information…

Antecedents and effect of internet implementation for trade shows

Li Ling‐yee

Taking the dynamic capability and institutional perspectives, this study seeks to examine how capability‐driven and institution‐driven factors influence usage of internet…

The role of virtual trade fairs in relationship value creation

Anja Geigenmüller

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…

Travel trade shows: exploratory study of exhibitors' perceptions

Ulku Yuksel, Ranjit Voola

The purpose of this paper is to investigate the motivations for participating in international trade shows and perceptions of effectiveness and challenges faced by exhibiting…

The future of trade shows: insights from a scenario analysis

Manfred Kirchgeorg, Kathrin Jung, Oliver Klante

This paper aims to explore key factors that will shape the future of trade shows as a marketing instrument until the year 2020. Using multi‐stage scenario analysis, the paper…

Executive summary and implications for managers and executives

Guest editorial

Harriette Bettis-Outland, Aberdeen Leila Borders