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Article

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…

Abstract

Purpose

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, the paper aims to explore the determinants of value creation through virtual trade fairs, emphasising the impact of advanced information and communication technologies on contemporary marketing.

Design/methodology/approach

The paper is a conceptual work which derives research propositions from an extended literature review.

Findings

The paper provides a rationale for factors that determine value creation through virtual trade fairs. The exhibitor firm's understanding of the importance of information, network orientation, capability of customer integration, and relationship attributes are proposed as influences on the effectiveness of virtual trade fairs.

Research limitations/implications

The research has limitations that are due to the exploratory nature of the work. The paper suggests opportunities for further research, particularly approaches to developing measures of effectiveness for virtual trade fairs and for developing integration and interdependencies with other communication instruments.

Practical implications

Referring to existing arguments about the pros and cons of virtual trade fairs, the paper provides a deeper understanding of the content and effectiveness of virtual trade fairs.

Originality/value

The paper sheds light on a phenomenon that, despite its increasing acceptance among practitioners, remains unexplored by marketing research. By providing a better understanding of virtual trade fairs, the paper enriches research on trade fair issues.

Details

Journal of Business & Industrial Marketing, vol. 25 no. 4
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Maria Sarmento and Cláudia Simões

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The…

Abstract

Purpose

The purpose of this paper is to provide insights into the association between physical and virtual trade fairs under the conceptual lens of engagement platforms. The authors build on the idea of business trade fairs (i.e. physical and/or virtual customer touch points) as learning and engagement platforms in service ecosystems.

Design/methodology/approach

The empirical study combines qualitative interviews (n = 16) with trade fair organizers, exhibitors and visitors and a survey (n = 263) comprising open-ended questions administrated to visitors of an international trade fair.

Findings

Findings highlighted the general role that trade fairs have in facilitating companies’ interactions with existing and potential customers. The trade fair develops in physical and virtual platforms, where companies advance business relationships and generate learning experiences and customer engagement. Participants look for solutions to problems and frequently innovation is a consequence of the engagement and learning processes. Yet, while the physical trade fair is instrumental for human personal interaction, namely, to establish informal networks of contacts and face-to-face interactions, virtual trade fairs are highlighted as a catalyst to foster interactivity and connectivity before and after the physical trade fair.

Research limitations/implications

The study endures limitations that may be addressed by future research. For example, studies in similar contexts and in other settings (e.g. different industries) are warranted.

Practical implications

The study offers wide-ranging implications for the principal agents from the trade fair industry: trade fair organizers, exhibitors and visitors.

Originality/value

This research constitutes a preliminary attempt to understand the association between physical and virtual trade fairs and contributes to the discourses on customer engagement and the underlying notion of service ecosystems in the trade fair environment. In particular, the study looks at the role and connections that each platform plays for organizers and participants providing important insights into improving physical and virtual trade fair participation strategies.

Details

European Journal of Marketing, vol. 53 no. 9
Type: Research Article
ISSN: 0309-0566

Keywords

Abstract

Details

Journal of Business & Industrial Marketing, vol. 25 no. 4
Type: Research Article
ISSN: 0885-8624

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Book part

Maria Sarmento, Cláudia Simões and Minoo Farhangmehr

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…

Abstract

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.

Details

Field Guide to Case Study Research in Business-to-business Marketing and Purchasing
Type: Book
ISBN: 978-1-78441-080-3

Keywords

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Abstract

Purpose

This paper aims to focus on Brazilian business fairs primarily attended by metalworking companies.

Design/methodology/approach

Using a qualitative and exploratory approach, data were collected through semi-structured interviews answered by exhibitor companies from two of the most relevant Brazilian states in this industrial sector: Santa Catarina and Rio Grande do Sul.

Findings

The results recognize the four pillars of the interorganizational relationship developed among exhibitors at business fairs and launch serious implications for the effective development of business fairs as spaces of interorganizational relationship and of value creation.

Originality/value

This is the first study discussing the trade fairs of the Brazilian emerging industry related to the metal-mechanic sector of two of the most significant states in the country: Rio Grande do Sul and Santa Catarina.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 1
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Maria Sarmento, Minoo Farhangmehr and Cláudia Simões

– The purpose of this paper is to develop a conceptual foundation for understanding business-to-business (B2B) interactions at trade fairs.

Abstract

Purpose

The purpose of this paper is to develop a conceptual foundation for understanding business-to-business (B2B) interactions at trade fairs.

Design/methodology/approach

The paper reports a qualitative study that was undertaken to gain in-depth insights into the relevance of the trade fair context for business relationships. Key informants were trade fair organizers, trade fair exhibitors, trade fair visitors and experts in the field.

Findings

Based on a qualitative approach, we propose a conceptual model that allows understanding the importance of relational interactions at B2B trade fairs. The model shows that interactions and networking served through information exchange, and social interaction among participants at B2B trade fairs are vital for relationship building and development. The model also highlights the fact that trade fairs are relevant to develop a relationship marketing strategy that involves interactions and networking with a multitude of players that goes beyond the interactions between exhibitors and visitors. The model also depicts the importance of trade fairs for product innovation and for generating innovative solutions to problems. Overall, findings suggest that a customized approach will become dominant in trade fairs.

Originality/value

This paper’s contribution is twofold: first, to the relationship marketing literature for developing an understanding of the influence of a specific context in promoting particular interaction dynamics capable of affecting relationship development; second, to the literature on trade fairs by focusing on such context from a relationship marketing perspective.

Details

Journal of Business & Industrial Marketing, vol. 30 no. 5
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Jaywant Singh, Paurav Shukla and Stavros P. Kalafatis

While trade shows remain an important customer relationship management (CRM) tool, recent advancements in information technology (IT) have raised concerns about the future…

Abstract

Purpose

While trade shows remain an important customer relationship management (CRM) tool, recent advancements in information technology (IT) have raised concerns about the future of trade shows. This study aims to examine the antecedents and consequences of IT integration into trade shows.

Design/methodology/approach

The study uses a questionnaire-based survey with senior and middle managers in the aviation services, resulting in 135 valid responses from industry professionals. The data were analyzed using partial least squares structural equation modelling.

Findings

The findings demonstrate differential but significant impact of perceptions toward website design and firm motivations toward the integration IT in the three stages of trade shows marketing. The results also show significant impact of IT usage on the perceptions toward the accomplishment of trade show objectives. Further, the results vary according to the levels of experience of the professionals.

Research limitations/implications

This study did not account for the differences in perceptions toward IT implementation across personnel from different departments, such as IT, finance and operations management. In addition, it did not examine situational factors and individual characteristics as additional antecedents of IT usage in trade shows, including pricing, return on investment, convenience and the social media.

Practical implications

Exhibitors are advised to integrate IT in supporting pre-trade show activities to approach potential customers. Exhibitors should integrate electronic interactions and personal communications during the show to reduce the amount of unanswered customer queries, focusing on timeliness and accuracy of information content, ease of navigation and graphic attractiveness of corporate websites, as effective CRM tools.

Originality/value

This paper offers novel insights into hitherto unknown aspects of trade show performance. The results have managerial implications for adopting IT as a CRM tool for effective trade show management.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Jianxin Jeff Yan and Hyun‐Jin Choi

The traditional target of computer game security is mainly copy protection. The emergence of online games fundamentally changes the security requirements for computer…

Abstract

The traditional target of computer game security is mainly copy protection. The emergence of online games fundamentally changes the security requirements for computer games. Although computer game development often utilizes cutting edge technology in computer graphics, artificial intelligence, human computer interaction and programming, game providers (developers or operators) do not pay much attention to security techniques. In this paper, we look into security failures that have happened or might happen in online games, and discuss some key security issues that have to concern online game providers. Specifically, we look into various kinds of online cheating, and introduce security techniques to deal with cheating prevention, though meanwhile other security issues are also discussed.

Details

The Electronic Library, vol. 20 no. 2
Type: Research Article
ISSN: 0264-0473

Keywords

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Book part

Matt Bower

The ability for learners to interact online via their avatars in a 3-D simulation space means that virtual worlds afford a host of educational opportunities not offered by…

Abstract

The ability for learners to interact online via their avatars in a 3-D simulation space means that virtual worlds afford a host of educational opportunities not offered by other learning technology platforms, but their use also raises several pertinent issues that warrant consideration. This chapter reviews the educational use of virtual worlds from a design perspective. Virtual-world definitions are explored, along with their key educational characteristics. Different virtual-world environments are briefly contrasted, including Second Life, Active Worlds, Open Sim, and Minecraft. A wide variety of virtual-world uses in schools and universities are examined so as to understand their versatility. Key educational benefits of virtual worlds are distilled from the literature, such as the ability to facilitate 3-D simulations, role-plays, construction tasks, and immersive learning. Emergent issues surrounding the use of virtual worlds are also analyzed, including cognitive load, safety, and representational fidelity. One higher education and one school level vignette are provided in order to offer more detailed insight into the use of virtual worlds in practice. Recommendations for learning design and implementation are presented, based on the thematic analysis of contemporary virtual-worlds research.

Details

Design of Technology-Enhanced Learning
Type: Book
ISBN: 978-1-78714-183-4

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Article

Anja Geigenmüller and Harriette Bettis‐Outland

This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international…

Abstract

Purpose

This paper's aim is to provide a conceptual framework explaining drivers of service brand equity. It refers to the trade show industry as an example for an international, highly competitive environment, where service providers face the challenge to differentiate themselves from competing brands. Based on a comprehensive literature review, the paper develops a conceptual model of service brand equity. The paper concludes with directions for further research and managerial implications.

Design/methodology/approach

The paper is a conceptual work, which derives research propositions from an extended literature review.

Findings

It is proposed that a service provider's competence relates positively to a service customer's purchasing value which, in turn, leads to customer service satisfaction and service brand equity. The paper further posits that the provider's service concept, service processes, and service system are constituents of service competence, thus representing crucial determinants of service brand equity.

Research limitations/implications

The research has limitations that are due to the exploratory nature of the work. The paper suggests opportunities for further research, particularly an empirical test of the model in various B2B service industries.

Practical implications

The paper suggests that the value attendees derive from using trade show services is strongly related to the support they receive in establishing and nurturing customer relationships or in engaging in market and competitor analysis. Considering service brand equity, trade show organizations should therefore develop innovative concepts for trade shows that accommodate their clients' needs, including an appropriate physical environment, customer‐oriented service processes, and high‐quality interactions between service employees and customers.

Originality/value

The paper sheds light on a phenomenon that, despite its increasing acceptance among practitioners, remains unexplored by marketing research. By providing a better understanding of B2B service brand equity in a trade show context, the paper enriches research on trade fair issues.

Details

Journal of Business & Industrial Marketing, vol. 27 no. 6
Type: Research Article
ISSN: 0885-8624

Keywords

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