Importance Performance Analysis as a Trade Show Performance Evaluation and Benchmarking Tool

The purpose of this study is to introduce importance performance analysis as a trade show performance evaluation and benchmarking tool. Importance performance analysis considers exhibitors’ performance expectation and perceived performance in unison to evaluate and benchmark trade show performance. The present study uses data obtained from exhibitors of an international trade show to demonstrate how importance performance analysis can be used to evaluate and benchmark trade show performance. The study discusses the normative and the theoretical implications of the proposed method.

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