search query: @author Cox, J. M. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Williams, J. D. Gopalakrishna, S. Cox, J. M. |
| Title: | Trade show guidelines for smaller firms (Messeveranstaltung) |
| Journal: | Industrial Marketing Management
1993 : NOV, VOL. 22:4, p. 265-275 |
| Index terms: | |
| Freeterms: | KLEINBETRIEBE, MITTELBETRIEBE |
| Language: | eng |
| Abstract: | This article helps managers of small to medium size firms assess their firm's performance at a trade show. Since smaller firms typically have fewer resources, they must be particularly aware of methods to improve performance to avoid the 'double jeopardy' phenomenon, that is, suffering twice in a 'head to head' comparison with a large firm. The authors consider different indices of performance based on visitor contact and interaction at a firm's booth. Suggestions are offered to minimize the effects of the 'double jeopardy' phenomenon. |
« previous | next »
SCIMA