Using trade show information to enhance company success: an empirical investigation

Purpose – This paper seeks to provide an exploratory empirical study of the variables that are part of the return on trade show information (RTSI) concept, which is based on the use and value of information gathered at a trade show. Design/methodology/approach – The research is designed to explore relationships and identify those variables that are a particularly important part of the RTSI concept. The paper provides an exploratory test of the relationship between a series of variables that are related to the value of information gathered at trade shows. Data were collected from trade show attendees approximately 60 days after the trade show. A multiple regression model was developed that explores the relationship between the dependent variable that focuses on information value and the independent variables on various aspects of information acquisition, information dissemination, and information use. Findings – The final multiple regression model found a significant relationship for several variables and has an adjusted R 2 value of 0.552. Four significant independent variables were identified – one each in the information use and the shared information categories and two in the information acquisition category. These findings present an interesting picture of how information is used within an organization after it is acquired at a trade show. Research limitations/implications – The research is limited by the multiple regression model used to explore the relationships in the data. Also, data from only one trade show were used in the model. Practical implications – This paper focuses on the intangible, longer‐term benefits as important considerations when determining the value of new trade show information to the firm. The evaluation of trade show information also should include these intangible benefits, such as improved interdepartmental relations or interactions as well as discussions with other trade show participants in finding new uses for information that impacts the company's future success, as well as shorter‐term benefits such as booth activity. Originality/value – The paper offers a unique approach for determining the value of information acquired at trade shows. Though information gathering has been included as an outcome variable in previous trade show studies, no other research has studied the value of this new trade show information to the company.