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ISPO business model innovation: redefining the relationship between exhibition organizers and their customers

Linyan Liu (School of Tourism Science, Beijing International Studies University, Beijing, China)
Yilei Wang (Sunhills Co., Ltd, Shanghai, China)

Nankai Business Review International

ISSN: 2040-8749

Article publication date: 25 June 2021

Issue publication date: 8 September 2021




This paper aims to take International SPOrt (ISPO) as a typical case to study how exhibition organizers can reshape their relationship with users through business model innovation to answer the question that how enterprises can help the exhibition industry to upgrade and develop through business model innovation in the internet environment.


Faced with the development of internet technology, the impact of online platforms, the relationship between exhibition organizers and their customers are facing unprecedented challenges. On the basis of the literature review, this study analyzed the innovation of exhibitors’ business model from three modules: value proposition, revenue logic and cost base and how to reshape their interaction with users through innovation. This study systematically analyzed the innovation of the ISPO business model and the process of reshaping its relationship with users and dynamic interaction with a single case study method.


The main conclusions are as follows: the starting point of reshaping the relationship between exhibition organizer and users in the internet era is to re-understand the needs of customers, the key point of reshaping the relationship is to further cultivate the industrial value and the sustainability of the relationship lies in the customer life cycle management.


From the perspective of exhibition organizers filling the gap of case study in the field of the exhibition. In the area of the exhibition, previous studies rarely started from the perspective of exhibition organizers, but, this paper discusses the interaction between exhibition organizers, exhibitors and visitors from this perspective in this study.



This research received support from the National Social Science Fund of China “Research on Business Model Innovation of Deep Integration of Internet and Exhibition industry” (18CGL021) and “The Beijing Youth Talent Support Program in 2019” (CIT&TCD201904064).


Liu, L. and Wang, Y. (2021), "ISPO business model innovation: redefining the relationship between exhibition organizers and their customers", Nankai Business Review International, Vol. 12 No. 2, pp. 281-311.



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