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Towards an exchange view of trade fairs

Wondwesen Tafesse (School of Business and Economics, UIT the Arctic University of Norway, Tromsø, Norway)
Kåre Skallerud (School of Business and Economics , UIT the Arctic University of Norway, Tromsø, Norway)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 3 August 2015

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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

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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