Trade fairs as an intelligence process: the perspective of companies/exhibitors

Abstract Trade fairs are excellent sources of information. However, there is a paucity of empirical studies on trade fairs as intelligence tools. This study aims to address this by focusing specifically on Trade Fair Intelligence Activities from the exhibitors’ perspective. The study developed a conceptual model and hypotheses, then a quantitative analysis was performed through a survey administered to exhibitors of the international trade fairs. The results show that a holistic approach to trade fairs exists as an intelligence process from the perspective of exhibitors. Thus, Trade Fair Intelligence Activities allow an exhibitor to apply data to its Information Management System, which consequently enriches its Strategic Marketing Management and, in the end, improves the Company’s Competitiveness. The study explores managerial implications and proposes avenues for future research.