Towards an exchange view of trade fairs
Abstract
Purpose
The purpose of this study is to integrate divergent discussions located within the marketing, economic geography and economic sociology literature about trade fairs and their functions, around an exchange-based view of trade fairs.
Design/methodology/approach
Following an integrative review approach and drawing on thematic discussions found in social exchange theory, a large corpus of research articles on trade fairs was systematically reviewed and integrated.
Findings
Trade fairs facilitate five major exchange functions: transactional, informational, social, symbolic and cultural. Each of these functions is characterized by a distinctive combination of exchange structures, exchange rules, exchange resources and organizational outcomes.
Practical implications
The study offers practical guidelines regarding how exhibitors, visitors and organizers can develop and benefit from an exchange-based view of trade fairs.
Originality/value
The current study integrates three divergent literature streams into an exchange-based view of trade fairs. In so doing, the study offers a common conceptual foundation upon which future trade fair research can intersect and cross-fertilize.
Keywords
Citation
Tafesse, W. and Skallerud, K. (2015), "Towards an exchange view of trade fairs", Journal of Business & Industrial Marketing, Vol. 30 No. 7, pp. 795-804. https://doi.org/10.1108/JBIM-05-2014-0090
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited