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

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