Trade Show Performance: A Conceptual Framework and Its Implications for Future Research

From: Academy of Marketing Science Review | Date: January 1, 1999| Author: | Copyright information

[Author Affiliation]

KARE HANSEN is Assistant Professor of Marketing The MAPP Centre, Aarhus School of Business Haslegaardsvej 10, DK-8210 Aarhus V, Denmark, Phone: +45 8948 6488, Fax: +45 8615 0177, E-mail: kha@asb.dk, Web site: www.mapp.hha.dk. This article was written while Kare was a market researcher at the Norwegian Institute of Fisheries and Aquaculture in Tromso, Norway.

The purpose of this article is to define and clarify the definition of the trade show performance construct within a conceptual framework of outcome-based and behaviour-based control system. Much of the current ...

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