Examination in B2B trade show: the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy

• Published in: Journal of marketing analytics Vol. 9; no. 3; pp. 228 - 241
• Main Author: Silva, Pedro Mendonça
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 01.09.2021; Palgrave Macmillan
• Subjects: Business and Management; Business competition; Competition; Context; Data analysis; Data base management systems; Data collection; Empirical analysis; Factorial analysis; Information management; Intelligence; Intelligence (information); Market analysis; Market strategy; Marketing; Original Article; Strategy; Information management system; Competitive intelligence; Trade show; Exhibitors; Marketing strategy
• ISSN: 2050-3318; 2050-3326
• DOI: 10.1057/s41270-020-00096-2

Trade shows have become a key source of information/knowledge. However, there is a paucity of empirical studies about this topic. So, the objective was to analyze, in B2B trade show context, the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. This study uses a primary and quantitative approach. Data collection happened through the exhibitors' responses to a questionnaire. The collected data was analyzed with the support of SPSS24 and AMOS20 software. The data analysis techniques were several, such as factorial analysis, confirmatory analysis—structural equations modeling. The study also included a complementary examination through an ANOVA. The study proposed and tested a conceptual model of the dynamic relationship between Competitive Intelligence, Information Management System, and Intelligent Marketing Strategy, in B2B trade show context. Moreover, the results demonstrate the importance of the Information Management System as a mediating factor between competitive intelligence and marketing strategy. Lastly, the study reveals that the level of frequency of participation positively influences the Intelligent Marketing Strategy. This study has implications for exhibitors and organizers of B2B trade shows and is a pioneer in analyzing the effects between the above variables in B2B trade show context.