TY  - THES
U1  - Bachelor Thesis
A1  - Reiser, Michaela
T1  - Measuring the effectiveness of trade show performance of a B2B company in the Security, Safety and Communication industry - the example of Bosch Building Technology
N2  - Trade shows are a major marketing tool for B2B companies due to its effectiveness by reaching all key players in the industry at one place in one point of time. However, this is combined with a high cost factor making a cost justification crucial. For this purpose, an objective explanation on the results of the trade show performance is compulsively necessary. The following research focuses on a single multinational B2B company within the safety, security and communication industry. It aims to convey an understanding of how to evaluate the trade show participation of Bosch Building Technology. Hereby, theoretical deliverables will be compared to explain relevant success factors of the B2B market and the industry while identifying trade show dimensions. This research includes expert interviews to gather information from professionals in the field of trade show organization. Subsequently to an internal survey research, the example of a best practice measurement model is analysed in a case study.
KW  - Trade show performance
KW  - Trade show success
KW  - Measurement
KW  - Trade fair
Y2  - 2019
SP  - 82
S1  - 82
ER  -