Purpose – The purpose of this paper is to develop a conceptual foundation for understanding business-to-business (B2B) interactions at trade fairs. Design/methodology/approach – The paper reports a qualitative study that was undertaken to gain in-depth insights into the relevance of the...

This case study discusses the importance of studying buyer and seller interactions, as they are relevant to understand how relationships evolve. It further presents a conceptual foundation for investigating B2B interactions, particularly in the context of the trade fair. The trade fair is...