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The purpose of this paper is to examine the influence of entrepreneurial orientation on the network and exhibitor’s performance. The entrepreneurial orientation is seen as a highly competitive factor for the company, which can foster its trade fair business.

A survey-based quantitative approach was adopted, including a questionnaire (n = 362) applied to companies participating in trade fairs. To arrive at results, the study developed structural equations modeling techniques, using SPSS 24 and AMOS 20 software.

The study demonstrates positive impacts of entrepreneurial orientation on network capability and consequent exhibitor’s non-sales performance and exhibitor’s sales performance. A conceptual model is presented.

The study was carried out mainly on Portuguese companies, restricting its generalization. In addition, the exhibitor’s performance was measured based on the exhibitors’ level of satisfaction and not on real sales results.

The study offers a process which the results highlight such as innovativeness, proactivity, risk-taking, competitiveness and autonomy (dimensions of entrepreneurial orientation) as a mix of important ingredients for the exhibitor’s networking. The networking promotes intangible results (non-sales performance) that can generate sales (sales performance).

The study is the first research to apply entrepreneurial orientation in the trade fair context and it also presents a relationship between non-sales performance and sales performance.

This paper seeks to examine the differences at international trade shows between exhibitors who participate in joint booths and those who participate in individual booths. The structure, strategy and trade show performance of exhibitors at joint booths and those at individual booths are analysed.

The paper presents an empirical study of 208 exhibitors at an international food and beverage show, focusing on the differences in structure, strategy and performance between individual exhibitors and exhibitors at joint booths. The differences are identified and discussed.

Individual exhibitors place more personnel and products at their booths and they allocate more resources, top management commitment and planning. However, exhibitors at joint booths have more formalised planning and objective setting. The performances of five groups of trade show activities were assessed. Individual exhibitors perform significantly better on image‐building activities at the show. There are no differences with regard to firm characteristics between the two participation modes.

The study is limited by the fact that the sampling frame is made up of exhibitors at a single international food and beverage show, and may therefore be more representative of that kind of show. Despite the limitations encountered, the findings have important implications for exhibitors at international trade shows and export marketing programmes as well as other marketing programmes offering services to international trade show exhibitors.

A broad range of joint booths and strategy variables is investigated. Also, a more comprehensive and theoretical grounded performance measure is adopted compared with previous research.

Applying stakeholder theory in the trade show industry, this paper aims to examine the effects of the key stakeholders’ perceptions on trade show exhibitors’ positive behavioral intention.

This study used a 46-item measurement scale on exhibitors’ satisfaction to predict positive behavioral intention. Three dimensions were proposed to account for three key stakeholders in the trade show industry: satisfaction with self-performance, satisfaction with organizers and satisfaction with visitors. Data were collected from 594 exhibitors at three trade shows.

This study found that satisfaction with self-performance, satisfaction with organizers and satisfaction with visitors are significantly and positively related to exhibitors’ positive behavioral intention. All three dimensions in combination explained approximately two-thirds of the variance in exhibitors’ positive behavioral intention.

This study introduced a new way of predicting exhibitor’s positive behavioral intention. Satisfaction with organizers was found to be the dominant predictor of exhibitors’ positive behavioral intention, which challenges the notion that exhibitors attend trade shows only for sales activities.

Trade show organizers and exhibitors could use the three determinants as a diagnostic tool for future improvement and benchmark their performances across different time periods and/or against their competitors.

Although the three key stakeholder types have been studied previously, the factors that theoretically lead to exhibitors’ positive behavioral intention have not been simultaneously addressed. For the first time, the model proposed in this study showcased the importance of considering all three key stakeholders when studying exhibitors’ positive behavioral intention.

A growing body of literature highlights the relationship between the marketing strategies for trade shows and performance. However, the effect of exhibitor experience on the international trade show processes has not been addressed in the literature. This chapter fills the gap by examining the moderating role of exhibitors’ trust, commitment, and satisfaction at World Travel Mart London 2017. The purposes are to identify the concepts of experiential marketing, to develop a conceptual framework, and to propose a new perspective on exhibitors’ performance at such events. Using survey data, structural equation modeling was applied to test the theoretical links and assess the value of competing explanations.

This paper brings together two significant export management issues: international trade fairs and export promotion. Trade fairs play a market development and expansion role while export support is aimed at building foreign market capability. This study examines companies at international trade fairs exhibiting on government stands and their own, independent stands. Discriminant analysis shows that the two groups of exhibitors differ in company strategy and trade fair performance. As well, staff training activities and visitor attraction are analysed, with the latter showing a clear relationship with performance. Implications for exporters and export promotion agencies are discussed and research directions given.

The purpose of this paper is to investigate the underlying dimensions of trade show performance in an emerging market context. Firms in industrial and emerging markets typically differ in terms of access to firm level resource endowments. Such differences make attempts to generalize the trade show performance dimensions proposed for industrialized country exhibitors to emerging market exhibitors problematic. This motivates the need for understanding the dimensionality of trade show performance in an emerging market context.

Data obtained from firms that partake in an emerging market trade show that takes place in an emerging market are used to investigate the dimensionality of trade show performance. By subjecting several trade show performance items into principal component analysis, a multidimensional performance construct, applicable to emerging market exhibitors, is introduced.

The empirical findings show that trade show performance, in an emerging market context, is multidimensional. The findings suggest that emerging market exhibitors tend to utilize trade shows somewhat differently from their industrialized market counterparts.

The findings imply the need for exhibit managers in emerging markets to set multiple objectives for trade show participations. The findings also suggest that exhibit managers need to staff the trade show booth with individuals possessing different sets of expertise.

The paper clarifies the dimensionality of trade show performance in the context of emerging markets and sheds light on the tactical and the strategic roles that trade show participations play in emerging markets.

Taking the dynamic capability and institutional perspectives, this study seeks to examine how capability‐driven and institution‐driven factors influence usage of internet technology in trade show markets. The current study also examines the influence of the usage of the internet for trade show marketing on performance of trade shows.

Structural equation modeling was undertaken to test the research model in a sample of 414 exhibitors at the Chinese Export Commodity Fair.

Overall, the results point to the powerful influence of the usage of the internet for trade show marketing on trade show performance as perceived by exhibitors. The specific results also reveal that, while a website's capability in providing quality information facilitates the usage of the company website for pre‐show promotion, an exhibitor's legitimacy motive of using its website to build up the company image contributes to the usage of the company website for at‐show selling, and the firm's inter‐functional coordinating capabilities that capitalize on internet connectivity in support of superior customer services encourage the usage of company website for post‐show follow‐up.

The key lesson for exhibitors is to adopt the right approach to internet marketing – using the internet primarily for “informational and communicational purpose” in pre‐show promotion, and for “customer service and support purpose” in post‐show follow‐up.

Researchers studying festivals have overlooked exhibitors as a population within tourism research. Instead, researchers focus primarily on examining festival visitors' economic impacts and motivations for attending. Festival exhibitors have been overlooked because they are considered a part of the overall festival product. The purpose of this paper is to propose a research agenda for festival exhibitors by analyzing embedded relationships created from their festival participation.

A literature review was conducted to explore why exhibitors have not been studied in festival research. A search of publications in other relevant fields was also conducted in order to review how exhibitors have been studied. An analytical framework was developed to analyze embedded relationships within festival exhibitors.

The analytical framework developed revealed that the exhibitor relationship with the festival can be divided into three dimensions: the festival, the market place and the business. In total, nine major lines of research topics were suggested to understand the relationships uncovered within festival exhibitors.

The academic researcher is introduced to the potential research opportunities in examining festival exhibitors and is pointed in the direction of relevant research questions and disciplines that would equip them with the practical tools of investigation.

This paper makes an original contribution to knowledge in the study of events and festivals because festival exhibitors are not studied. By alerting the reader to the applicability and value of exhibitors to understanding festivals, this paper aims to encourage scholars to empirically investigate exhibitors. This will thereby lead to a more diverse literature on festivals and will provide a further understanding of the contribution festivals make to local and regional economies.

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.