TY - JOUR
T1 - Generalizing about Trade Show Effectiveness
T2 - A Cross-National Comparison
AU - Dekimpe, Marnik G.
AU - François, Pierre
AU - Gopalakrishna, Srinath
AU - Lilien, Gary L.
AU - Van den Bulte, Christophe
N1 - Funding Information:
The authors, listed alphabetically, are thankful to Exhibition Surveys, Ltd. and Exhibit Surveys, Inc. for providing the data used in the study and gratefully acknowledge financial support from Penn State's Institute for the Study of Business Markets. They also thank Katrijn Gielens for research assistance and Jan-Benedict Steenkamp, Piet Vanden Abeele, and three anonymous referees for comments on previous drafts.
Publisher Copyright:
© 1997 American Marketing Association.
PY - 1997/10
Y1 - 1997/10
N2 - Trade shows are a multibillion-dollar business in the United States and the United Kingdom, but little is known about the determinants of trade show effectiveness. The authors build a model that captures differences in trade show effectiveness across industries, companies, and two countries. They focus on the differences in trade show effectiveness measured in a similar way across similar samples of 221 U.S. and 135 UK firm-show experiences between 1982 and 1993. Although the variables explain different amounts of variance in these two countries and some variables tend to have different relative effects, the similarities outweigh the differences. The authors are able to generalize about the effect of various show selection (go/not go) variables as well as tactical variables (e.g., booth size, personnel) on observed performance. They conclude by discussing the implications of their research for developing benchmarks for trade show performance.
AB - Trade shows are a multibillion-dollar business in the United States and the United Kingdom, but little is known about the determinants of trade show effectiveness. The authors build a model that captures differences in trade show effectiveness across industries, companies, and two countries. They focus on the differences in trade show effectiveness measured in a similar way across similar samples of 221 U.S. and 135 UK firm-show experiences between 1982 and 1993. Although the variables explain different amounts of variance in these two countries and some variables tend to have different relative effects, the similarities outweigh the differences. The authors are able to generalize about the effect of various show selection (go/not go) variables as well as tactical variables (e.g., booth size, personnel) on observed performance. They conclude by discussing the implications of their research for developing benchmarks for trade show performance.
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U2 - 10.1177/002224299706100404
DO - 10.1177/002224299706100404
M3 - Article
AN - SCOPUS:85107922668
SN - 0022-2429
VL - 61
SP - 55
EP - 64
JO - Journal of Marketing
JF - Journal of Marketing
IS - 4
ER -