Top management attention to trade shows and firm performance: A relationship marketing perspective |
| |
| Institution: | 1. VCU School of Business, Virginia Commonwealth University, Richmond, VA 23284, USA;2. College of Business, James Madison University, Harrisonburg, VA 22807, USA;1. Associate Professor, College of Business, Department of Economics, James Madison University, 421 Bluestone Dr., MSC 0204, ZSH 442, Harrisonburg, VA 22807, United States;2. Associate Professor, Department of Economics, University of Wisconsin-Milwaukee, Box 413, Bolton Hall 806, Milwaukee, WI 53201, USA;3. Associate Professor, Department of Economics, Northeastern University, 301 Lake Hall, Boston, Massachusetts, 02115, USA;1. Norwegian University of Science and Technology, NO–7491 Trondheim, Norway;2. Lillehammer University College, Lillehammer NO-2624, Norway;3. James Madison University, Department of Finance and Business Law, MSC0203, Harrisonburg, VA 22807, United States;1. Department of Safety, Economics and Planning, University of Stavanger, Stavanger, Norway;2. Santander Consumer Bank AS, Lysaker, Norway;3. Department of Anaesthesiology and Intensive Care, Stavanger University Hospital, Stavanger, Norway;4. Institute for Sustainable Food Systems and School of Forest Resources and Conservation, University of Florida, USA;5. Petroleum Safety Authority Norway, Stavanger, Norway;6. Department of Engineering, University of Messina, Messina, Italy;1. James Madison University, Harrisonburg, VA, USA;2. University of Dayton, Dayton, OH, USA |
| |
| Abstract: | B2B marketers allocate significant resources to trade shows, but often struggle to make a strong business case for these activities. Responding to calls to justify such investments, this research examines the effect that top management attention to trade shows has on firm value. Based on attention theory, this study suggests that top management's focus on trade show relationship marketing efforts results in better trade show performance. This helps develop market-based assets that in turn augment firm value. Using an event study to extrapolate the contingent effect that top management attention to trade shows has on firm value, the basic hypothesis is supported. Additionally, this research tests three top management orientations that are key to performing trade show relationship marketing activities. The findings address the absence of top management from extant trade show research and provide marketers with new insights related to maximizing their trade show investments. |
| |
| Keywords: | |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
