Measurement of Trade Show Performance and Its Profitability

RISEBA

bachelor
THESIS

2012

Professional Higher Education Bachelor 's programme
“European BUSINESS studies”

bachelor Thesis Measurement of trade show performance and its profitability within
“Biosan, Ltd” Company.
Izstažu darbības un tā rentabilitātes novērtējums, uzņēmuma “Biosan, Ltd” ietvaros.

Author | | studentOlga Oleha | Thesis Supervisor | | Dr.oec, assistant professor Anatolijs Petrovs | Programme Director | | Mg.oec.Iveta Ludviga |

RIGA, 2012

TABLE OF CONTENTS Acknowledgements 4 Abstract 5 Anotācija 6 Abbreviations 7 Introduction 8 1. Chapter 1: Literature Review and Theoretical Framework 12 1.1. Introduction to literature review 12 1.2. Definition of trade show 13 1.3. Exhibition participation 13
1.3.1 Exhibition Targets 13 1.3.2 Economic targets / Psychographic targets 14 1.3.3 Objectives for exhibitions 15 1.3.4 Stand Impact 15
1.3.5 Follow-up measures 18 1.4 Advantages of exhibitions 20 1.4.1 Product launch and demonstration 20 1.4.2 Build relationships 20 1.4.3 Learning experience 20 1.4.4 Lead generation 21 1.4.5 Brand building 21 1.4.6 Market presence 21 1.5 Disadvantages of trade events 22 1.6 Existing previous research on exhibitions 23 1.7 Introduction to Theoretical Framework 25
1.7.1 The Dependent Variable (FTF) 25
1.7.2 The Independent Variables (FTF) 26
1.7.3 Relationships and associations between variables (FTF) 26
1.7.4 Explanation of First Theoretical Framework 27
1.7.5 The Dependent Variable (STF) 29
1.7.6 The Independent Variables (STF) 29
1.7.7 Relationships and associations between variables (STF) 30 1.8 Development of research questions 30
1.8.1 Research Question 1: 31
1.8.2. Research Question 2: 31
1.8.3 Research Question 3: 31
1.8.4 Research Question 4: 31 2. Chapter 2: Description of Investigation and Analysis and Interpretation of Results 34 2.1 Introduction to Description of Investigation 34 2.2. Company background 34

Bibliography: 2. Sekaran, U., 2003. Research methods for business. Hoboken: John Wiley & Sons, 35, 80-81, 109, 112 2. Bonoma, T. V. (1983), „Get more out of your trade show”, Harvard Business Review, 61, pp. 75-83. 3. Gopalakrishna, S. and Lilien, G.L., (1995), “A three-stage model of industrial trade show performance”, Marketing Science, Vol. 14, No.1, pp.22-31. 4. Gopalakrishna, S., Lilien, G.L., Williams, J.D.and Sequiera, I.K., (1995), “Do trade shows pay off?”, Journal of Marketing, Vol.59, July, pp.75-83. 5. Hansen, K., (1996), “The dual motives of participants at international trade shows”, International Marketing Review, Vol.13, No.2, pp.39-45. 6. Hansen, K., (1999), “Trade show performance: A conceptual Framework and Its Implications for Future Research”, Academy of Marketing Science Review, Vol.8, pp.1-6. 7. Jacobsen, D. (1990), „Marketers say they’ll boost spending”,.Business Marketing, Vol.75, March, pp. 31-32. 8. Kerin, R. A., & Cron, W. L. (1987). „Assessing trade show functions and performance: an exploratory study.” Journal of Marketing, 51 (3), 87. 9. Li, P-C., Evans, R.K., Chen, Y-C. and Wood, M.C, (2011). “Resource commitment behaviour of industrial exhibitors: and exploratory study.” Journal of Business & Industrial Marketing, pp. 430-42. 10. Ling-yee, L., (2008). “The effects of firm resources on trade show performance: how do trade show marketing processes matter?” Journal of Business & Industrial Marketing, pp. 35-47 11 12. Moriarty, R. T., & Spekman, R. E. (1984), „An empirical investigation of the information sources used during the industrial buying process”, Journal of Marketing Research, 21 (May), 137-47. 13. O 'Hara, B., Palumbo, F., and Herbig, P. (1993), „Industrial trade shows aboard”, Industrial Marketing Management, 22, 233-37. 14. Rosson, P. J., and Seringhaus, F. H. R., (1990), „Examining Firms International trade fairs performance”, Research Developments in International Industrial Marketing and Purchasing, Proceeding of the 6th I.M.P. Conference II, Milan, Italy. 15 16. Udo R. Gottlieb, Mark R. Brown, Judy Drennan, (2011), "The influence of service quality and trade show effectiveness on post-show purchase intention", European Journal of Marketing, Vol. 45 Iss: 11/12, pp.1642 – 59. 17. Sashi, C.M. and Perretty, J. (1992), „Do trade shows provide value?”, Industrial Marketing Management, Vol.21, pp.249-55. ___ _____________, 2012 ______________________