Examination in B2B trade show: the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy

Pedro Mendonça Silva ()
Additional contact information
Pedro Mendonça Silva: CEOS/P.Porto/ISCAP

Journal of Marketing Analytics, 2021, vol. 9, issue 3, No 7, 228-241

Abstract: Abstract Trade shows have become a key source of information/knowledge. However, there is a paucity of empirical studies about this topic. So, the objective was to analyze, in B2B trade show context, the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. This study uses a primary and quantitative approach. Data collection happened through the exhibitors' responses to a questionnaire. The collected data was analyzed with the support of SPSS24 and AMOS20 software. The data analysis techniques were several, such as factorial analysis, confirmatory analysis—structural equations modeling. The study also included a complementary examination through an ANOVA. The study proposed and tested a conceptual model of the dynamic relationship between Competitive Intelligence, Information Management System, and Intelligent Marketing Strategy, in B2B trade show context. Moreover, the results demonstrate the importance of the Information Management System as a mediating factor between competitive intelligence and marketing strategy. Lastly, the study reveals that the level of frequency of participation positively influences the Intelligent Marketing Strategy. This study has implications for exhibitors and organizers of B2B trade shows and is a pioneer in analyzing the effects between the above variables in B2B trade show context.

Keywords: Trade show; Exhibitors; Competitive intelligence; Information management system; Marketing strategy (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41270-020-00096-2 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:jmarka:v:9:y:2021:i:3:d:10.1057_s41270-020-00096-2

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-020-00096-2

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().