Recent research suggested that trade fairs may act as collective marketing instruments characterized by a temporary, promotional aggregation of suppliers that leads to increase demand because of the reduced search costs for customers, particularly in industries with high level of product heterogeneity. This paper contributes to such stream of research by proposing a quantitative study that investigates the relative impact of competitor and customer presence on exhibitor evaluation of a given trade show.
THE RELATIVE IMPACT OF DEMAND PROXIMITY AND SUPPLY AGGREGATION ON EXHIBITOR EVALUATION OF INTERNATIONAL TRADE FAIRS
CHIZZOLI, CRISTIAN;PACE, STEFANO;RINALLO, DIEGO
2006
Abstract
Recent research suggested that trade fairs may act as collective marketing instruments characterized by a temporary, promotional aggregation of suppliers that leads to increase demand because of the reduced search costs for customers, particularly in industries with high level of product heterogeneity. This paper contributes to such stream of research by proposing a quantitative study that investigates the relative impact of competitor and customer presence on exhibitor evaluation of a given trade show.
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