Title
Marketing resources and performance of exhibitor firms in trade shows : a contingent resource perspective
Document Type
Journal article
Source Publication
Industrial Marketing Management
Publication Date
4-1-2007
Volume
36
Issue
3
First Page
360
Last Page
370
Keywords
Contingent resource perspective, Knowledge assets, Relationship assets, Trade show performance
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.
DOI
10.1016/j.indmarman.2005.11.001
Print ISSN
00198501
E-ISSN
18732062
Publisher Statement
Copyright © 2005 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. (2007). Marketing resources and performance of exhibitor firms in trade shows: A contingent resource perspective. Industrial Marketing Management, 36(3), 360-370. doi: 10.1016/j.indmarman.2005.11.001
