The trade show conversation in developing inter-organizational relationships on the example of retail Real Estate industry (Rozmowa targowa w rozwijaniu wiezi miedzyorganizacyjnych na przykladzie branzy nieruchomosci handlowych)

Marcin Gebarowski () and Dariusz Siemieniako ()
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Marcin Gebarowski: Politechnika Rzeszowska, Wydzial Zarzadzania
Dariusz Siemieniako: Politechnika Bialostocka Wydzial Zarzadzania

Problemy Zarzadzania, 2015, vol. 13, issue 50, 88-103

Abstract: The goal of the paper is the exploration of the trade show conversation structure from the perspective of developing inter-organizational relationships. The authors presented the results received in two stage research conducted according to the grounded theory. The research was exemplified in retail Real Estate industry. The mystery visitor was applied as the research method. The first stage of the research was conducted in 2013 during the MAPIC. The second stage was conducted in 2014 during Shopping Center Forum. The results received showed that trade show participants are more focused of conversation than on the visual aspects of the trade show performance. Besides, the key issue for the researched trade show participants is to build the trust and credibility, which are the foundation for developing sustained relationships. The results showed also that the representatives of exhibitors did many mistakes in communication process with the visitors. Those mistakes can be grouped in four dimensions: verbal communication, non-verbal communication, personal culture, substantial references.

Keywords: trade show conversation; inter-organizational relationships; trade shows; retail Real Estate (search for similar items in EconPapers)
JEL-codes: M31 M51 (search for similar items in EconPapers)
Date: 2015
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