On the relationships between trade show participation, networks and market development in the Milpro sector : a multiple case study

Abstract

Trade shows are recognized as constituting a substantial part of the promotional budget of most industrial firms. Despite of this, trade shows as a concept is not awarded much attention in the existing marketing literature and previous research efforts in the field are limited. This thesis aims to further enlighten the potential of trade shows in terms of new market development for a particular segment (MILPRO – military and professional). The purpose is theory development and thus a qualitative inquiry was chosen as the more appropriate method. The approach is twofold; first a literature review on trade shows, relationship marketing, networks, and B2G business with a particular focus on the defense sector was undertaken. Second a multiple case study was conducted using cases that dealt exclusively in the defense sector and cases dealing in both the defense and civil sector. Data was collected through shorter case study interviews with respondents regarded as the most qualified informants for the inquiry at each case. The claim is that trade shows can essentially be seen as platforms for relationship marketing and network building. The paper concludes by relying on evidence from these four cases that the three major trade show objectives of on-show relationship management (RM) efforts, on-show information exchange, and joint on-show promotions; by its effect on network development in terms of network power and network trust; enhance new regional and segmental market development.