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Article
Publication date: 13 April 2010

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 model…

3960

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

Article
Publication date: 20 February 2019

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 authors build…

2073

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

Open Access
Article
Publication date: 24 October 2022

Veronica Vitali, Claudia Bazzani, Annamaria Gimigliano, Marco Cristani, Diego Begalli and Gloria Menegaz

This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior…

3581

Abstract

Purpose

This study proposes a literature review and, based on the findings, the authors develop a conceptual framework, attempting to explain how technology may influence visitor behavior and eventually trade show performance.

Design/methodology/approach

The present research explores the role of visitors in the trade show context. The analysis specifically focuses on the variables that influence visitors’ participation at business-to-business trade shows and how their satisfaction and perception can be related to exhibition performance. The authors also take into consideration technological trends that prior to COVID-19 pandemics were slowly emerging in the trade show industry.

Findings

The findings highlight a continuity between pre-, at and postexhibition phases. Visitors’ behavior represents a signal of how a trade show is perceived as postexhibition purchases and next visit emerge as signals of an exhibition evaluation in relation to visitors’ perception. Besides being urgent tools for the continuity of the sector due to the pandemics, emerging technological trends can be key elements in understanding visitors’ behavior and in boosting their interest and loyalty toward trade shows.

Originality/value

The paper proposes a conceptual model including top notch and innovative technological trends to improve the understandment of visitors’ behavior. Both practitioners in companies and academics might find the study useful, given the digital uplift generated by the pandemics.

Details

Journal of Business & Industrial Marketing, vol. 37 no. 13
Type: Research Article
ISSN: 0885-8624

Keywords

Content available
Article
Publication date: 13 April 2010

446

Abstract

Details

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

Book part
Publication date: 27 August 2014

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 conceptual…

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

Article
Publication date: 2 November 2018

Débora Regina Schneider Locatelli, Marco Antonio Pinheiro da Silveira and Paulo Mourão

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

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

Article
Publication date: 27 April 2022

Samby Fready, Prakash Vel and Munyaradzi W. Nyadzayo

The unprecedented changes in the marketplace induced by the COVID-19 pandemic and the resultant accelerated corporate migration to virtual ecosystems have added several unique…

1425

Abstract

Purpose

The unprecedented changes in the marketplace induced by the COVID-19 pandemic and the resultant accelerated corporate migration to virtual ecosystems have added several unique research opportunities and theoretical gaps, especially in business-to-business (B2B) small- and medium-sized enterprises (SME) markets in the service sector. Particularly, customer interactions in B2B services that were once sustained by the “people mix” now demand a huge overhaul in light of the “new normal” restrictions. Hence, the purpose of this study is to explore how B2B service firms can engender firm value through virtual customer interactions during and in the post-COVID-19 era from an SME’s perspective.

Design/methodology/approach

This study adopts an exploratory qualitative inquiry to contribute to this discourse by proposing a conceptual framework based on prior literature and relevant theoretical frameworks, as well as qualitative interviews with SME managers, CEOs and/or owner-managers.

Findings

The qualitative findings reveal organizational preparedness, empathy, digital content and trust as key enablers of effective B2B virtual interaction that enhances cocreated value, thereby augmenting firm value. This study offers a much-needed examination of virtual interaction in B2B contexts and proposes a business customer virtual interaction model.

Research limitations/implications

The exploratory nature of this study is one limitation, and future studies with a bigger representative sample size that uses survey or experimental data drawn from large enterprises might add value to the current findings. Also, while this study is conducted in dynamic markets due to the COVID-19 crisis, future research must examine the customer/firm’s experiences in other forms of crises-led market ecosystems.

Practical implications

B2B service firms must be strongly inclined to continuously take steps to develop and maintain virtual interaction with customers. Proactive efforts to familiarize internal and external stakeholders with virtual interaction platforms are a crucial step for effective customer engagement. The effectiveness of B2B virtual interactions can be strengthened through digital content that elicits trust and exhibits empathy, especially in crises led-markets. Also, the value created for the firm must be redeployed strategically to sustain positive customer engagement behaviors that continue to deliver value to the firm and the customer.

Originality/value

This paper contributes to the increasing B2B customer engagement literature by exploring the ongoing dialogue on how B2B firms can strive and succeed in the post-COVID-19 era or related crises-led market ecosystems through enhanced virtual B2B customer interaction efforts.

Article
Publication date: 1 June 2015

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.

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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

Article
Publication date: 30 March 2023

Niccolò Piccioni, Costanza Nosi, Chiara Ottolenghi and Giulia Nevi

The aim of this study is to understand the transformations that the event industry has undergone during the COVID-19 pandemic and what changes still may happen in the future, here…

Abstract

Purpose

The aim of this study is to understand the transformations that the event industry has undergone during the COVID-19 pandemic and what changes still may happen in the future, here according to business event managers.

Design/methodology/approach

Being explorative in nature, the study adopts a qualitative research design based on semi-structured in-depth interviews submitted to a purposive sample of 26 Italian business event agency managers.

Findings

The findings reveal that the pandemic boosted the digital transformation of the event industry, spurring organizers to recraft and execute their business models. Such changes may give rise to important ethical concerns that should be carefully considered by academics, professionals and policymakers.

Research limitations/implications

The research is based on a purposive sample of Italian business event managers. Therefore, in addition to be country-specific, the research includes only a single typology of business event stakeholders.

Originality/value

The article points out possible counterintuitive considerations that may rise related to the ethical issues emerging from the adoption of novel business models in the event industry after the COVID-19 pandemic. The study suggests possible objects of reflection for scholars, event managers and policymakers to plan and organize a more equitable and sustainable business in the future.

Details

International Journal of Event and Festival Management, vol. 14 no. 2
Type: Research Article
ISSN: 1758-2954

Keywords

Article
Publication date: 3 April 2017

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 of trade

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

1 – 10 of over 3000