Performance in trade shows and exhibitions: A synthesis and directions for future research

The purpose of this paper is to summarize recent studies of trade show performance. While trade shows are an important communication medium for domestic marketers, its importance is magnified for international firms, most notably to allow foreign buyers to assess product quality firsthand. Recent studies are discussed and synthesized into a model of trade show performance. Factors underlying trade show performance are identified and discussed. Then, a model of trade show performance, which is based on a synthesis of previous research, is presented. Finally, managerial and research implications in the context of international marketing are suggested and discussed. Given the popularity and importance of trade shows, the model, its constructs, and the links it suggests are useful to both researchers and practitioners of international marketing.