The metaefficiency of trade shows : a benchmarking analysis by sector

Purpose: The purpose of this paper is to analyze the efficiency of trade shows and provide insights for trade show exhibitors using data envelopment analysis (DEA). The paper also offers a benchmarking analysis of the business factors for the most efficient trade shows in each sector. Design/methodology/approach: The paper uses the metafrontier DEA methodology and identifies several frontiers according to the sector in which the trade show operates since different sectors could not share homogeneous production technology for exhibitor firms. Findings: The main findings reveal different profiles of individual sectors. The investment sector presents a more homogenous profile than either the consumer goods or the services sector. The consumer goods sector is more heterogeneous but it is also possible to find common characteristics for the most efficient trade shows. The service sector is characterized by a high variability and as such it is more difficult to identify benchmarking elements for the most efficient trade shows. Research limitations/implications: The main limitation of the study is that the sample only includes audited trade shows. Future studies could extend the period under study in order to obtain a more complete picture on the evolution of trade show efficiency. Originality/value: This paper extends the DEA results by profiling the most efficient trade shows in each sector so that this information can be used as a benchmarking tool to define exhibitors’ strategic decision making.