Title
Relationship learning at trade shows : its antecedents and consequences
Document Type
Journal article
Source Publication
Industrial Marketing Management
Publication Date
2-1-2006
Volume
35
Issue
2
First Page
166
Last Page
177
Keywords
Channel commitment, Channel consensus, Collective inquiry, International trade shows, Relationship learning, Relationship performance outcomes
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.
DOI
10.1016/j.indmarman.2005.03.006
Print ISSN
00198501
E-ISSN
18732062
Publisher Statement
Copyright © 2004 Published by Elsevier Inc
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Li, L.-y. (2006). Relationship learning at trade shows: Its antecedents and consequences. Industrial Marketing Management, 35(2), 166-177. doi: 10.1016/j.indmarman.2005.03.006
