Working Papers

Assessing the Drivers of Short- and Long-Term Outcomes at Business Trade Shows

Shrihari Sridhar, Clay M. Voorhees, and Srinath Gopalakrishna

Oct 28, 2014

Investigates the incremental effects of trade show marketing efforts (pre-,post-, and at-show) on short- and long-term outcomes; considers heterogeneity in customer profiles and show type. Uses attendee-level data from multiple shows attended by one Fortune 500 corporation. 

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