This case study discusses the importance of studying buyer and seller interactions, as they are relevant to understand how relationships evolve. It further presents a conceptual foundation for investigating B2B interactions, particularly in the context of the trade fair. The trade fair is presented as a privileged field for relationship building and development, where socialization episodes occupy a relevant role. Data were gathered through observations, interactions, and interviews, spread over a twelve-month field-study of participants at trade fairs, and their comments analyzed within a framework of relationship building. Insights revealed include the importance of innovation versus relational interactions; the informality of interactions; the opportunity for information exchange and learning; social interactions, and relationship development. The chapter concludes by considering that a relationship marketing strategy to B2B trade fair participation is vital for the effectiveness of this business activity and a challenge for exhibitors, visitors, and trade fair organizers.
Sarmento, M., Simões, C. and Farhangmehr, M. (2014), "B2B Interactions at Trade Fairs and Relationship Quality: A Conceptual Approach", Field Guide to Case Study Research in Business-to-business Marketing and Purchasing (Advances in Business Marketing and Purchasing, Vol. 21), Emerald Group Publishing Limited, Bingley, pp. 167-189. https://doi.org/10.1108/S1069-096420140000021005
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