The future of trade shows: insights from a scenario analysis
- This paper aims to explore key factors that will shape the future of trade shows as a marketing instrument until the year 2020. Using multi‐stage scenario analysis, the paper seeks to provide a background for the discussion of strategic decisions made by trade show companies when they respond to the challenges ahead.
| Document Type: | Article |
|---|---|
| Language: | English |
| Author: | Manfred KirchgeorgORCiD, Oliver Klante, Kathrin Jung |
| Chairs and Professorships: | Chair of Marketing Management and Sustainability |
| URL: | https://www.emerald.com/insight/content/doi/10.1108/08858621011038261/full/html |
| Year of Completion: | 2010 |
| Note: | In: Journal of Business and Industrial Marketing, 25 (2010) 4, 301-312, DOI 10.1108/08858621011038261, 301-312 |