دانلود رایگان مقاله توجه مدیریت ارشد به نمایشگاه های تجاری و عملکرد شرکت: چشم انداز بازاریابی رابطه ای

ABSTRACT

B2B marketers allocate significant resources to trade shows, but often struggle to make a strong business case for these activities. Responding to calls to justify such investments, this research examines the effect that top management attention to trade shows has on firm value. Based on attention theory, this study suggests that top management's focus on trade show relationship marketing efforts results in better trade show performance. This helps develop market-based assets that in turn augment firm value. Using an event study to extrapolate the contingent effect that top management attention to trade shows has on firm value, the basic hypothesis is supported. Additionally, this research tests three top management orientations that are key to performing trade show relationship marketing activities. The findings address the absence of top management from extant trade show research and provide marketers with new insights related to maximizing their trade show investments.

6. Discussion

A key motivation of this study is to address questions related to managers' uncertainty regarding their trade show investments (Gopalakrishna et al., 1995; Gottlieb, Brown, & Ferrier, 2014). Accordingly, this research began by highlighting the important role of trade shows in B2B marketing and the challenge marketers experience when attempting to make a strong business case for their trade show investments. Specific attention is paid to the lack of insight surrounding the role that top management plays in trade show relationship marketing activities and how this might impact the overall performance associated with trade show participation.