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2020
- handle: 10670/1.g10d5s
- hal: hal-02888626
- doi: 10.1016/j.indmarman.2020.03.016
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info:eu-repo/semantics/altIdentifier/doi/10.1016/j.indmarman.2020.03.016
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Christophe Haon et al., « Disconnect in trade show staffing: A comparison of exhibitor emphasis and attendee preferences », HAL-SHS : droit et gestion, ID : 10.1016/j.indmarman.2020.03.016
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Résumé
This research explores how and whether staffing at trade shows by exhibitors is consistent with attendee preferencesfor staffing in this channel. Using secondary data from 9215 attendees and 885 exhibitors, we observethat relative to attendee preferences, exhibitors significantly understaff with technical personnel, while overstaffingwith executive/upper management and sales/marketing personnel. Additional comparisons betweenattendees who are decision-makers vs. influencers in the purchase process, between attendees from differentkinds of firms (B2B vs. B2C, large vs. small firms) and between attendees to trade shows that differ in geographicscope suggest that substantial inconsistencies persist between preferences of attendees and staffing by exhibitors.