Economic geography and industrial marketing views on trade shows: Collective marketing and knowledge circulation

Abstract

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A systematic review of the trade show marketing literature: 1980–2014

“…Specifically, the role of peripheral market actors warrants closer attention, where focal concepts and constructs developed in the economic geography literature could provide an expanded theoretical lens (Maskell et al, 2006;Rinallo et al, 2016).…”

“…Future research could benefit from bridging the boundaries between the different domains. For example, Rinallo et al (2016) provided one of the first attempts to integrate perspectives from both industrial marketing and economic geography.…”

“…Trade shows bridge the physical, social and technological distance between organizational buyers and sellers and facilitate learning and inter-firm cooperation (Ling-yee, 2006). In summary, trade shows confer considerable benefits to both industrial buyers and sellers, which explains their continued success in the marketplace, even as new forms of media proliferate the industrial marketing landscape (Rinallo et al, 2016;Sridhar et al, 2015). Having provided an overview of trade shows and their role in the industrial marketing process, we now turn to the substantive details of the review.…”

“…In this regard, perspectives developed in the economic geography literature could provide a useful impetus. With its emphasis on spatial networks and knowledge exchanging mechanisms, the economic geography literature can lend an expanded theoretical lens through which the role of peripheral market actors could be fruitfully studied (Maskell et al, 2006;Rinallo et al, 2016).…”

“…Today, trade shows constitute an integral element of the industrial marketing process (Rinallo et al, 2016). Trade shows represent recurrent business events that facilitate various forms of commercial and social exchanges among key stakeholders of an industry (Tafesse & Skallerud, 2015).…”