The Experts below are selected from a list of 270363 Experts worldwide ranked by ideXlab platform

Anthony Manglicmot - One of the best experts on this subject based on the ideXlab platform.

Srinath Gopalakrishna - One of the best experts on this subject based on the ideXlab platform.

  • exploring booth design as a determinant of Trade Show success
    Journal of Business-to-business Marketing, 2017
    Co-Authors: Peter H Bloch, Srinath Gopalakrishna, Andrew T Crecelius, Marina Scatolin Murarolli
    Abstract:

    Purpose: Marketing scholars have joined managers in recognizing the significance of design in many domains. Superior design can enhance products, communications, packaging, and retail settings. How...

  • an exploratory study of attendee activities at a business Trade Show
    Journal of Business & Industrial Marketing, 2010
    Co-Authors: Srinath Gopalakrishna, Catherine A Roster, Shrihari Sridhar
    Abstract:

    Purpose – 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 attendee behavior on the Trade Show floor is necessary. Drawing from the rich literature on shopper typologies in retailing (which parallels the Trade Show atmosphere), this paper sets out to develop a set of attendee metrics that Show organizers can track regularly.Design/methodology/approach – Through latent class clustering on unique attendee‐level data from a popular computer Trade Show, five segments of attendee activity are uncovered that differ along dimensions such as the attendee's involvement and focus and the exhibitor's booth size, booth accessibility, and product display.Findings – Significant heterogeneity is found in attendee activities on the Show floor. There are interesting similarities and differences between the retail and B2B shopper. Implications for Trade Show organizers and exhibitors are discuss...

  • the complementary effect of Trade Shows on personal selling
    International Journal of Research in Marketing, 2004
    Co-Authors: Timothy M Smith, Srinath Gopalakrishna, Paul M Smith
    Abstract:

    Abstract In this paper, the authors investigate the complementarity between two dominant elements of the business marketing communications mix—personal selling and Trade Shows—from an integrated marketing communications (IMC) perspective. Through a field study with a group of industrial distributors, they demonstrate that follow-up sales efforts generate higher sales productivity when customers have already been exposed to the firm's product at a Trade Show. Overall profits are Shown to be greater when the Trade Show is used in conjunction with optimal levels of sales effort. The study also suggests that return-on-sales figures are higher among Show attendees than non-attendees and that the Trade Show generates positive effects on customer purchase intentions. These results provide much-needed accountability for Trade Show expenditures and also highlight the valuable leverage they offer towards improving selling efficiency.

  • generalizing about Trade Show effectiveness a cross national comparison
    Journal of Marketing, 1997
    Co-Authors: Marnik G Dekimpe, Gary L Lilien, Pierre Francois, Srinath Gopalakrishna, Christophe Van Den Bulte
    Abstract:

    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.

  • generalizing about Trade Show effectiveness a cross national comparison
    Journal of Marketing, 1997
    Co-Authors: Marnik G Dekimpe, Gary L Lilien, Pierre Francois, Srinath Gopalakrishna, Christophe Van Den Bulte
    Abstract:

    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 ca...

Gary L Lilien - One of the best experts on this subject based on the ideXlab platform.

  • an exploratory study of Trade Show formation and diversity
    Journal of Business-to-business Marketing, 2008
    Co-Authors: Gary L Lilien, Aniruddha Dasgupta
    Abstract:

    ABSTRACT Purpose: To analyze the objectives of Trade Show participants and to link those objectives to Trade Show formation and diversity. Methodology/Approach: We conduct an exploratory analysis of Trade Show formation and diversity and link them to the differences in several seller and buyer interests across industries. We used data collected from a single large Trade Show to examine the nature of buyer and seller participation goals using multivariate statistical analysis. We then used a data set collected from the entire Trade Show industry to examine the Trade Show diversity via an econometric model. Findings: We find that higher selling and buying propensity is linked to more vertical Shows whereas higher breadth of product interests is linked to more horizontal Shows. We also find that a highly innovative industry is often linked to more horizontal Shows. Originality/Value/Contribution: Although Trade Shows are critical elements of the communications mix in business-to-business marketing, very litt...

  • generalizing about Trade Show effectiveness a cross national comparison
    Journal of Marketing, 1997
    Co-Authors: Marnik G Dekimpe, Gary L Lilien, Pierre Francois, Srinath Gopalakrishna, Christophe Van Den Bulte
    Abstract:

    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.

  • generalizing about Trade Show effectiveness a cross national comparison
    Journal of Marketing, 1997
    Co-Authors: Marnik G Dekimpe, Gary L Lilien, Pierre Francois, Srinath Gopalakrishna, Christophe Van Den Bulte
    Abstract:

    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 ca...

  • a three stage model of industrial Trade Show performance
    Marketing Science, 1995
    Co-Authors: Srinath Gopalakrishna, Gary L Lilien
    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.

Frederick A Palumbo - One of the best experts on this subject based on the ideXlab platform.

  • Trade Show fair piracy and industrial espionage
    Journal of Convention & Event Tourism, 2008
    Co-Authors: Frederick A Palumbo
    Abstract:

    ABSTRACT This article raises the concern that piracy and industrial espionage at Trade Shows and international fairs can adversely affect a firm's competitive advantage. Trade Shows are one of the premier opportunities for market intelligence gathering. Corporate intellectual property owners paint a dark picture of lost sales, lowered profits, and damaged brand reputations. Initial discussion examines the unique impact of Trade events as a promotional medium while exposing companies to the theft of proprietary and intellectual property. Staff training for those manning the organization's booth or stand is crucial along with a vigilant eye for those auditing the Trade event to obtain competitive information. This article is intended to open the discussion and alert corporate managers of the need to be vigilant and to improve the training of personnel representing the firm at exhibitions.

  • Trade Show who what why
    Marketing Intelligence & Planning, 1998
    Co-Authors: Paul Herbig, Bradley S Ohara, Frederick A Palumbo
    Abstract:

    Although Trade Shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and above advertising, very little has been researched on their function in industrial marketing. This paper reports the results of an extensive business survey of Trade Show usage, presents results, compares results to previous studies, provides analyses of the results, and recommendations to businesses to increase efficiency of Trade Show performance. Study indicates that few companies engage regularly and extensively in international Trade Shows, although most see the need. Also reports that the evidence suggests that some international companies generate as much as 70 per cent of their annual sales at Trade fairs.

Paul Herbig - One of the best experts on this subject based on the ideXlab platform.

  • Trade Show who what why
    Marketing Intelligence & Planning, 1998
    Co-Authors: Paul Herbig, Bradley S Ohara, Frederick A Palumbo
    Abstract:

    Although Trade Shows are a major portion of the marketing mix in the industrial marketplace, second only to personal selling and above advertising, very little has been researched on their function in industrial marketing. This paper reports the results of an extensive business survey of Trade Show usage, presents results, compares results to previous studies, provides analyses of the results, and recommendations to businesses to increase efficiency of Trade Show performance. Study indicates that few companies engage regularly and extensively in international Trade Shows, although most see the need. Also reports that the evidence suggests that some international companies generate as much as 70 per cent of their annual sales at Trade fairs.

  • differences between Trade Show exhibitors and non exhibitors
    Journal of Business & Industrial Marketing, 1997
    Co-Authors: Paul Herbig, Brad Ohara, Fred Palumbo
    Abstract:

    Trade Shows can be crucial components of a firm’s marketing mix. This modern day version of the central market is often poorly understood and overlooked by many corporate design makers seeking effective and efficient ways to promote the firm’s products and service. Compares non‐exhibitors and exhibiting firms, examines major differences between the two groups, and provides a profile of non‐exhibiting firms. Finally, offers some tips around when to, and when not to, exhibit and aspects to increase exhibit effectiveness.

  • measuring Trade Show effectiveness an effective exercise
    Industrial Marketing Management, 1994
    Co-Authors: Paul Herbig, Brad Ohara, Fred Palumbo
    Abstract:

    Abstract The Trade Show is an event that seems to be well accepted in marketing circles. However, despite their growing numbers, Trade Shows do have their downsides and critics. Part of this problem may be due to the fact some marketers fail to answer the basic question of Trade Show effectiveness. Thus, in an effort to bring some focus to this issue, we examine findings and research to date with respect to Trade Shows and highlight some areas that marketers might consider in assessing the effectiveness of these events.