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. 

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.