Abstract
This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferences for staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observe that relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffing with executive/upper management and sales/marketing personnel. Additional comparisons between attendees who are decision-makers vs. influencers in the purchase process, between attendees from different kinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographic scope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors.
| Original language | English |
|---|---|
| Pages (from-to) | 581-595 |
| Number of pages | 15 |
| Journal | Industrial Marketing Management |
| Volume | 91 |
| DOIs | |
| State | Published - Nov 2020 |
Keywords
- B2B Marketing
- Business-to-business marketing
- Exhibitions
- Promotions
- Trade shows
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