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Boosting Innovation and Knowledge through Delocalization: Market Intelligence at Trade Shows
Responsible organisation
2010 (English)In: Problems & Perspectives in Management, ISSN 1727-7051, E-ISSN 1810-5467, Vol. 8, no 3, 200-208 p.Article in journal (Refereed) Published
Abstract [en]

Trade shows have consistently been neglected in marketing research, especially the gathering of market information, what is studied under Market Intelligence and directly related to a company’s Knowledge and Innovation. A major reason is that the marketing discipline traditionally has had a strong focus on customers instead of competitors and influencers. In this article we show how the field of Competitive Intelligence is a useful part of the company’s Integrated Marketing Communications. Based on a qualitative method encompassing a case study and exploratory research we followed, coached and traveled with two different groups of companies to major International Trade shows. Based on the information gathered a division into three areas of Intelligence was useful. These were intelligence about products, the booths and the behavior in the booths. For each group a number of Key Intelligence Topics and a set of specific research methods were identified which can make the Market Intelligence process more efficient. We explain why Exhibits or trade shows have much in common with Event Marketing and could be considered a part of the latter.

Place, publisher, year, edition, pages
Sumy State University and "Business Perspectives" Publishing Company , 2010. Vol. 8, no 3, 200-208 p.
Keyword [en]
Market Intelligence, Trade Shows, Economics of Knowledge, Integrated Marketing Communications, Competitive Intelligence, Event Marketing, KRAFT model
National Category
Business Administration
Identifiers
URN: urn:nbn:se:bth-7707Local ID: oai:bth.se:forskinfo0C07BCA35D1F1764C12577E00034B8E5OAI: oai:DiVA.org:bth-7707DiVA: diva2:835355
Available from: 2012-09-18 Created: 2010-11-19 Last updated: 2015-06-30Bibliographically approved

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Citation style
  • apa
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  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf