Trade Show Performance: A Conceptual Framework and Its Implications for Future Research by Kåre Hansen \(1999\)

This article discusses the existing knowledge about trade show performance and develops, based on the literature, a conceptual framework for assessing exhibitor's performance. Existing measures of performance at trade shows do not adequately include dimensions important to exhibitors. To better understand the nature and dimensions of trade show performance, the marketing literature's outcome-based and behaviour-based control systems are examined. In light of this literature review, a framework for trade show performance is conceptualised.