In this paper we critically reviews literature on trade shows developed in industrialmarketing (IM) and economic geography (EG), aiming to contribute to the ongoing conversation between these disciplines and showing that they can learn from each other. In IM, trade shows are conceived as promotional instruments, whereas in EG these events are seen as temporary clusters through which firms can escape the liabilities of embeddedness and interactwith, and learn from, distant actors. EG literature has integrated insights fromIMthat have provided ameans to go beyond earlier formulations that downplayedmarket-based learning processes at these events. IM has in fact far under-theorized space and conceived exhibitors as individual agents, neglecting the fact that many of these events are collective marketing platforms that industry agglomerations or geographical clusters can use to affirm their presence in international markets. Based on our analysis, we propose research directions that can benefit individual exhibitors as well as geographically-based business networks. The analysis addresses the boundaries and limitations of disciplinary analyses and strongly suggests transdisciplinary encounters and engagements in IM and EG research.

Economic geography and industrial marketing views on trade shows: collective marketing and knowledge circulation

Rinallo, Diego
;
Golfetto, Francesca
2017

Abstract

In this paper we critically reviews literature on trade shows developed in industrialmarketing (IM) and economic geography (EG), aiming to contribute to the ongoing conversation between these disciplines and showing that they can learn from each other. In IM, trade shows are conceived as promotional instruments, whereas in EG these events are seen as temporary clusters through which firms can escape the liabilities of embeddedness and interactwith, and learn from, distant actors. EG literature has integrated insights fromIMthat have provided ameans to go beyond earlier formulations that downplayedmarket-based learning processes at these events. IM has in fact far under-theorized space and conceived exhibitors as individual agents, neglecting the fact that many of these events are collective marketing platforms that industry agglomerations or geographical clusters can use to affirm their presence in international markets. Based on our analysis, we propose research directions that can benefit individual exhibitors as well as geographically-based business networks. The analysis addresses the boundaries and limitations of disciplinary analyses and strongly suggests transdisciplinary encounters and engagements in IM and EG research.
2017
2016
Rinallo, Diego; Bathelt, Harald; Golfetto, Francesca
File in questo prodotto:
File Dimensione Formato  
IMM 2017 Economic geography and industrial marketing views onIMM 2017 - Rinallo Bathelt Golfetto -.pdf

non disponibili

Tipologia: Pdf editoriale (Publisher's layout)
Licenza: NON PUBBLICO - Accesso privato/ristretto
Dimensione 640.4 kB
Formato Adobe PDF
640.4 kB Adobe PDF   Visualizza/Apri

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/4001479
Citazioni
  • ???jsp.display-item.citation.pmc??? ND
  • Scopus 46
  • ???jsp.display-item.citation.isi??? 32
social impact