An Analysis Model for Performance Measurement of International Trade Fair Exhibitors

Abstract

The paper contributes a multidimensional analysis model to the issue of performance measurement of International trade fair exhibitors. First, it proposes an integrated trade fair performance evaluation model. The model incorporates the process of firm activities, from before to after the fair. A performance measurement construct is developed that employs quantitative and qualitative variables, and includes immediate and delayed measures of exhibitor performance, thereby recognizing the importance of the trade fair management process. Second, the paper examines the relationship between firm activities and trade fair performance levels to demonstrate that multiple measures provide valuable insight into the trade fair exhibiting process. The analysis model is applied to a data set from a Canadian study of 303 firms exhibiting at international trade fairs.