Measuring the effectiveness of trade show performance of a B2B company in the Security, Safety and Communication industry - the example of Bosch Building Technology

  • 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.

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Author:Michaela Reiser
Advisor:Lars Binckebanck
Document Type:Bachelor Thesis
Year of Completion:2019
Granting Institution:Hochschule Furtwangen
Date of final exam:2019/08/31
Release Date:2019/12/05
Tag:Measurement; Trade fair; Trade show performance; Trade show success
Degree Program:IBW - Internationale Betriebswirtschaft
Functional area:Marketing
Licence (German):License LogoEs gilt das UrhG