search query: @author Williams, J. D. / total: 3
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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. |
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