Relationship learning at trade shows : its antecedents and consequences

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

87 Citations (Scopus)

Abstract

In spite of the increasingly recognized role of trade shows as a highly cost-effective medium, there are few established guidelines on how to capitalize on these meeting occasions. The relational view of competitive advantage, however, identifies relationship learning as an important avenue for creating differential advantage and supernormal profits in relationships. The purpose of this study is to develop a theoretical model explicating relationship-based learning activities growing out of trade shows, its determinants and performance effect. Specifically, it examines the roles of relationship properties of trade show participants, and collective inquiry approaches used for trade shows, in fostering learning between exhibitors and visitors. The model was tested by a sample of 414 exhibitor-visitor relationship dyads identified at specific trade shows. The direct effect of relationship commitment, consensus, and collective inquiry on relationship learning at trade shows was confirmed. The powerful influence of relationship learning activities on relationship performance outcomes as perceived by exhibitors at trade shows was substantiated.
Original languageEnglish
Pages (from-to)166-177
Number of pages12
JournalIndustrial Marketing Management
Volume35
Issue number2
DOIs
Publication statusPublished - 1 Feb 2006

Fingerprint

Trade shows
Relationship learning
Dyads
Competitive advantage
Profit
Relationship commitment
Direct effect
Relational view

Keywords

  • Channel commitment
  • Channel consensus
  • Collective inquiry
  • International trade shows
  • Relationship learning
  • Relationship performance outcomes

Cite this

@article{a468fb339e264b5692b8772c378cfc7b,
title = "Relationship learning at trade shows : its antecedents and consequences",
abstract = "In spite of the increasingly recognized role of trade shows as a highly cost-effective medium, there are few established guidelines on how to capitalize on these meeting occasions. The relational view of competitive advantage, however, identifies relationship learning as an important avenue for creating differential advantage and supernormal profits in relationships. The purpose of this study is to develop a theoretical model explicating relationship-based learning activities growing out of trade shows, its determinants and performance effect. Specifically, it examines the roles of relationship properties of trade show participants, and collective inquiry approaches used for trade shows, in fostering learning between exhibitors and visitors. The model was tested by a sample of 414 exhibitor-visitor relationship dyads identified at specific trade shows. The direct effect of relationship commitment, consensus, and collective inquiry on relationship learning at trade shows was confirmed. The powerful influence of relationship learning activities on relationship performance outcomes as perceived by exhibitors at trade shows was substantiated.",
keywords = "Channel commitment, Channel consensus, Collective inquiry, International trade shows, Relationship learning, Relationship performance outcomes",
author = "LI, {Ling Yee, Esther}",
year = "2006",
month = "2",
day = "1",
doi = "10.1016/j.indmarman.2005.03.006",
language = "English",
volume = "35",
pages = "166--177",
journal = "Industrial Marketing Management",
issn = "0019-8501",
publisher = "Elsevier Inc.",
number = "2",

}

Relationship learning at trade shows : its antecedents and consequences. / LI, Ling Yee, Esther.

In: Industrial Marketing Management, Vol. 35, No. 2, 01.02.2006, p. 166-177.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

TY - JOUR

T1 - Relationship learning at trade shows : its antecedents and consequences

AU - LI, Ling Yee, Esther

PY - 2006/2/1

Y1 - 2006/2/1

N2 - In spite of the increasingly recognized role of trade shows as a highly cost-effective medium, there are few established guidelines on how to capitalize on these meeting occasions. The relational view of competitive advantage, however, identifies relationship learning as an important avenue for creating differential advantage and supernormal profits in relationships. The purpose of this study is to develop a theoretical model explicating relationship-based learning activities growing out of trade shows, its determinants and performance effect. Specifically, it examines the roles of relationship properties of trade show participants, and collective inquiry approaches used for trade shows, in fostering learning between exhibitors and visitors. The model was tested by a sample of 414 exhibitor-visitor relationship dyads identified at specific trade shows. The direct effect of relationship commitment, consensus, and collective inquiry on relationship learning at trade shows was confirmed. The powerful influence of relationship learning activities on relationship performance outcomes as perceived by exhibitors at trade shows was substantiated.

AB - In spite of the increasingly recognized role of trade shows as a highly cost-effective medium, there are few established guidelines on how to capitalize on these meeting occasions. The relational view of competitive advantage, however, identifies relationship learning as an important avenue for creating differential advantage and supernormal profits in relationships. The purpose of this study is to develop a theoretical model explicating relationship-based learning activities growing out of trade shows, its determinants and performance effect. Specifically, it examines the roles of relationship properties of trade show participants, and collective inquiry approaches used for trade shows, in fostering learning between exhibitors and visitors. The model was tested by a sample of 414 exhibitor-visitor relationship dyads identified at specific trade shows. The direct effect of relationship commitment, consensus, and collective inquiry on relationship learning at trade shows was confirmed. The powerful influence of relationship learning activities on relationship performance outcomes as perceived by exhibitors at trade shows was substantiated.

KW - Channel commitment

KW - Channel consensus

KW - Collective inquiry

KW - International trade shows

KW - Relationship learning

KW - Relationship performance outcomes

UR - http://commons.ln.edu.hk/sw_master/2214

U2 - 10.1016/j.indmarman.2005.03.006

DO - 10.1016/j.indmarman.2005.03.006

M3 - Journal Article (refereed)

VL - 35

SP - 166

EP - 177

JO - Industrial Marketing Management

JF - Industrial Marketing Management

SN - 0019-8501

IS - 2

ER -