![]() ![]() ![]() This study has implications for exhibitors and organizers of B2B trade shows and is a pioneer in analyzing the effects between the above variables in B2B trade show context. Lastly, the study reveals that the level of frequency of participation positively influences the Intelligent Marketing Strategy. ![]() Moreover, the results demonstrate the importance of the Information Management System as a mediating factor between competitive intelligence and marketing strategy. The study proposed and tested a conceptual model of the dynamic relationship between Competitive Intelligence, Information Management System, and Intelligent Marketing Strategy, in B2B trade show context. The study also included a complementary examination through an ANOVA. The data analysis techniques were several, such as factorial analysis, confirmatory analysis-structural equations modeling. The collected data was analyzed with the support of SPSS24 and AMOS20 software. Data collection happened through the exhibitors' responses to a questionnaire. This study uses a primary and quantitative approach. So, the objective was to analyze, in B2B trade show context, the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. However, there is a paucity of empirical studies about this topic. Trade shows have become a key source of information/knowledge.
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