Virtual trade shows: Exhibitors’ perspectives on virtual marketing capability requirements

作者：

Highlights：

• This study explores the main drivers and challenges of participating in VTSs and the virtual marketing capabilities required for organizations.

• In-depth interviews were held with managers of Australian educational organizations who had previously participated in VTSs.

• The main motivations for participating in VTSs are increasing sales revenue, lowering costs, access to new markets, and building brand credibility and organizational legitimacy.

• The future of VTSs will depend on the technological development of VTS technology and how they are integrated into existing technological and strategic firm processes.

摘要

•This study explores the main drivers and challenges of participating in VTSs and the virtual marketing capabilities required for organizations.•In-depth interviews were held with managers of Australian educational organizations who had previously participated in VTSs.•The main motivations for participating in VTSs are increasing sales revenue, lowering costs, access to new markets, and building brand credibility and organizational legitimacy.•The future of VTSs will depend on the technological development of VTS technology and how they are integrated into existing technological and strategic firm processes.

论文关键词：Exhibitors’ experience,Interview study,Virtual marketing capabilities,Trade shows

论文评审过程：Received 22 May 2016, Revised 26 December 2016, Accepted 26 December 2016, Available online 27 December 2016, Version of Record 31 December 2016.

论文官网地址：https://doi.org/10.1016/j.elerap.2016.12.004