Competitive Intelligence at Trade Shows

Document type: Conference Papers
Peer reviewed: Yes
Author(s): Klaus Solberg Søilen
Title: Competitive Intelligence at Trade Shows
Conference name: Veille Stratégique Scientifique & Technologique (VSST)
Year: 2010
Publisher: University of Toulouse
City: Toulouse
Organization: Blekinge Institute of Technology
Department: School of Management (Sektionen för management)
School of Management S- 371 79 Karlskrona
+46 455 38 50 00
Authors e-mail:
Language: English
Abstract: Findings from the case study confirm previous research by Marshall (1920) and Hayek (1937) about knowledge as a powerful engine of production. At trade shows Knowledge transfer between human being involves extensive communication (Albino, 2004). As suggested by Cook and Brown (1999) the crucial role of practice in learning processes may suggest relying on face-to-face communications rather than on electronic document exchange. This is also emphasized by Argote and Ingram (2000). Furthermore our findings correspond with those of Stringfellow et al. (2006) who suggest that current marketing education do not fully comprehend business imperatives. The same conclusions are found in McKenzie et al. (2002). We also observed poorly defined trade show objectives and an inability to follow them (Dallmeyer, 1998). The trend towards more entertainment as suggest by Friedman (2005) and Jensen (1999) was also confirmed.
Subject: Business Administration\Marketing
Business Administration\Information
Keywords: Market Intelligence, Trade Shows, Economics of Knowledge, Integrated Marketing Communications, Competitive Intelligence, Event Marketing, KRAFT model