Marketing resources and performance of exhibitor firms in trade shows : a contingent resource perspective

Ling Yee, Esther LI

Research output: Journal PublicationsJournal Article (refereed)

53 Citations (Scopus)

Abstract

In spite of the fundamental nature of trade shows as venues for working on webs of vertical and horizontal relationships, the extant trade show literature neglected relationship and network context factors. Specifically, previous studies attributed superior trade show performance to internal resource conditions and hence failed to address the moderating influence of important contexts such as relationship assets and knowledge assets. This study adopts the contingent resource perspective and extends the literature by proposing that the main effect of trade show resources on trade show performance is contingent upon the firm's internal knowledge assets and its external relationship assets. Overall, the empirical evidence supports the contingency models. One major managerial implication for exhibitor managers is the need to adjust allocation of its trade show marketing resources according to market-based assets it possesses.
Original languageEnglish
Pages (from-to)360-370
Number of pages11
JournalIndustrial Marketing Management
Volume36
Issue number3
DOIs
Publication statusPublished - 1 Apr 2007

Keywords

  • Contingent resource perspective
  • Knowledge assets
  • Relationship assets
  • Trade show performance

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