Assessing Trade Show Functions and Performance: An Exploratory Study

1987 ◽  
Vol 51 (3) ◽  
pp. 87-94 ◽  
Author(s):  
Roger A. Kerin ◽  
William L. Cron

Though trade shows are an important marketing tool, as evidenced by their frequency of use and expenditure level, little research has examined this activity. The authors document the selling and non-selling roles of trade shows and identify marketing and trade show strategy-related variables that affect performance. Their study is a necessary first step in understanding how trade shows are used and identifying factors that should be considered in the management of this promotion medium.

1987 ◽  
Vol 51 (3) ◽  
pp. 87 ◽  
Author(s):  
Roger A. Kerin ◽  
William L. Cron

2019 ◽  
Vol 23 (6) ◽  
pp. 871-881
Author(s):  
Pamela A. Kennett-Hensel ◽  
Elyria Kemp ◽  
Kim Williams ◽  
Aberdeen Leila Borders

Trade shows are typically second only to personal selling in business-to-business promotional expenditures. As a result, trade show attendees are often inundated with product offerings by competing firms. In order to successfully vie for attention, firms must find ways to engage attendees and potential consumers. A key component of engaging with a brand is considering how consumers experience the brand. This research examines the dynamics which enhance brand engagement by understanding the factors which contribute to the brand experience of attendees at trade shows. Both qualitative and quantitative data collected from actual trade show attendees highlight the dimensions of brand experience and indicate that a positive brand experience is related to product adoption, which in turn is related to advocacy for the brand. Considering how to shape the brand experience of consumers in trade show settings enables a brand to successfully compete for attention with other offerings as well as helps to foster engagement levels that eventually lead to positive outcomes for the firm. Implications for considering brand experience as a key element of trade show marketing strategy are discussed.


2020 ◽  
Author(s):  
Annelies van der Ham ◽  
Frits Van Merode ◽  
Dirk Ruwaard ◽  
Arno Van Raak

Abstract Background Integration, the coordination and alignment of tasks, has been promoted widely in order to improve the performance of hospitals. Both organization theory and social network analysis offer perspectives on integration. This exploratory study research aims to understand how a hospital’s logistical system works, and in particular to what extent there is integration and differentiation. More specifically, it first describes how a hospital organizes logistical processes; second, it identifies the agents and the interactions for organizing logistical processes, and, third, it establishes the extent to which tasks are segmented into subsystems, which is referred to as differentiation, and whether these tasks are coordinated and aligned, thus achieving integration.Methods The study is based on case study research carried out in a hospital in the Netherlands. All logistical tasks that are executed for surgery patients were studied. Using a mixed method, data were collected from the Hospital Information System (HIS), documentation, observations and interviews. These data were used to perform a social network analysis and calculate the network metrics of the hospital network.Results This paper shows that 23 tasks are executed by 635 different agents who interact through 31,499 interaction links. The social network of the hospital demonstrates both integration and differentiation. The network appears to function differently from what is assumed in literature, as the network does not reflect the formal organizational structure of the hospital, and tasks are mainly executed across functional silos. Nurses and physicians perform integrative tasks and two agents who mainly coordinate the tasks in the network, have no hierarchical position towards other agents. The HIS does not seem to fulfill the interactional needs of agents. Conclusions This exploratory study reveals the network structure of a hospital. The cross-functional collaboration, the integration found, and position of managers, coordinators, nurses and doctors suggests a possible gap between organizational perspectives on hospitals and reality. This research sets a basis for further research that should focus on the relation between network structure and performance, on how integration is achieved and in what way organization theory concepts and social network analysis could be used in conjunction with one another.


2016 ◽  
Vol 45 (2) ◽  
pp. 165-187 ◽  
Author(s):  
Florence Martin ◽  
Abdou Ndoye ◽  
Patricia Wilkins

Quality Matters is recognized as a rigorous set of standards that guide the designer or instructor to design quality online courses. We explore how Quality Matters standards guide the identification and analysis of learning analytics data to monitor and improve online learning. Descriptive data were collected for frequency of use, time spent, and performance and analyzed to identify patterns and trends on how students interact with online course components based on the Quality Matters standards. Major findings of this article provide a framework and guidance for instructors on how data might be collected and analyzed to improve online learning effectiveness.


Author(s):  
Dheeraj P. Sharma ◽  
Shivendra K. Pandey ◽  
Ashish K. Gupta ◽  
Rajat Sharma

The purpose of this paper is to examine the suitability of SERVQUAL for trade shows. Theobjective is to identify the significant SERVQUAL dimensions and their relative importance toincrease the purchase intention of visitors to a trade show. The study uses a survey of 400visitors to a big trade fair. Structural equation modelling was used to determine the relativeimportance of the dimensions. Results suggest that SERVQUAL is well suited for assessing theservice quality of trade shows. The tangibility and assurance are the two most significant factorsinfluencing the purchase intention of trade show visitors. Exhibitors should enhance tangibilityin trade shows by methods such as display of product or product prototypes, brochures, andscreens. Further, they should increase assurance by displaying medals and awards won, qualitycertifications achieved, testimonials of past satisfied consumers, and experienced salespeople atthe trade show counters. Trade show organisers should attract big brands for the exhibition toenhance assurance. The present study contributes to the ongoing debate on the relevance ofSERVQUAL in the trade show context. The study demonstrates that SERVQUAL is a decentmeasure to study service quality in trade shows even though the majority literature claimsotherwise. Further, the present research prioritises the SERVQUAL dimensions, helpingmanagers to design customer-oriented sales strategies.


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