Post on 25-Jun-2015
transcript
Trade FairsWhat we know, what we don't and what we should
What is a trade show?
• Organized gathering of buyers and sellers
• Periodic (annual, semi annual)
• Self selecting group of exhibitors and visitors
Who goes to trade shows?
Visitors Exhibitors
Buyers Non-buyers Booth workers Show observers
Power to buy at show
Contact for future purchase
Industrial observers Rewardees
Executives Non-Management
Sales people
"Booth Babes"
Immediate Sales
Lead generators
Executives Non-Management
Why go to shows?
•Observe new products•Make contact with suppliers•Establish and strengthen relationships with suppliers•Keep an eye on competitors•Network•Gather info on the future of the industry
•Sell products•Establish contacts for future sales•Generate excitement about new products•Observe competitors' actions•Network•Gather info on the future of the industry
Visitors Exhibitors
Managerial Geographic Ethnographic
Definition
Participants
Conference services
Performance Evaluation
Participant activities
Networ
king
Buzz
Urban redevelopment
Tourism
Competition
Cul
ture}
Consumption of culture
Pipelines
Quantitative methods
Theoretical andcase studies
Ethnographic case studies
Production of cultureImage Making
Customers Final
ConsumersIndustrial End-
Users
Multi-Industry
Specific Industry
General oriented fairs
General trade-oriented
Specialized consumer-
oriented fair
Specialized industrial fair
General fairs
Exhi
bito
rs
Types of trade fairsfrom Boukersi, 2000
Types of shows
• Lack of theory
• Lack of cross-comparison
• Little attention paid to non-industrial shows
Problems with the existing research
Other kinds of shows
• Current literature is aimed at industrial oriented fairs
• Only Penaloza (2001) has examined consumer oriented shows
General oriented fairs
General trade-oriented
Specialized consumer-
oriented fair
Specialized industrial fair
General Fairs
Consumer Industrial
Research Agenda
• Does the knowledge base of the industry change the nature of the show?
• Can we use existing theories for non-business shows?
• How does the buzz happen?
• What is the importance of design for encouraging interaction?
The knowledge base of shows
• Are conventions for artistic-types fundamentally different from those for engineers?
• Are there problems with making this kind of distinction between industries?
Analytical Synthetic SymbolicCreation of new,
scientific knowledge
Recombination of existing
knowledge
Creation and recombination of
cultural knowledge
Creation of knowledge
through deductive processes
Recombination of knowledge
through inductive processes
Reuse and contention of
existing conventions
Dominance of codified
knowledge
Dominance of tacit how-to knowledge
Dominance of tacit knowledge and craft-skills
Knowledge base typologyadapted from Asheim et. al (2007)
Consumer oriented shows
• Shows where majority of visitors are consumers
• What is their economic impact?
• Does buzz exist at them?
How does buzz happen?
• Networking is fundamentally different at trade shows
• How important are random encounters - how much interaction is pre-planned?
• How can planners encourage contact
Design of conference center
• What kinds of spaces to people interact in?
• Does the nature of space alter the nature of the interaction?
• How can the design of a conference center be made to encourage interaction or contact?
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