Trade show guidelines for smaller firms

Abstract

This article helps managers of small to medium-size firms assess their firm's performance at a trade show. Since smaller firms typically have fewer resources, they must be particularly aware of methods to improve performance to avoid the "double jeopardy" phenomenon, that is, suffering twice in a head-to- head comparison with a large firm. We consider three different indices of performance based on visitor contact and interaction at a firm's booth. Suggestions are offered to minimize the effects of the "double jeopardy" phenomenon.