The Model Impact of Sports Exhibition Factors on Commercial Success Strategies of Sport Products
Subject Areas : Jounal of Marketing ManagementHamidReza Nikoabadi 1 , Rasool Nazari 2 , Elham Moshkelgosha 3
1 - PhD Student in Sports Management, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran
2 - Associate Professor, Department of Sports Management, Isfahan Branch (Khorasgan), Islamic Azad University, Isfahan, Iran
3 - Assistant Professor, Department of Sports Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran
Keywords: marketing, Effectiveness, Sports products exhibition, Exhibition Process,
Abstract :
The purpose of this study was to analyze the achievements of sport exhibitions from the standpoint of exhibitors and customers and to present strategies for commercial success of sporting products. The method of this study is applied in terms of purpose, and in terms of research type, a descriptive survey is carried out. The statistical population of this study includes sales and marketing managers and exhibitors of sporting goods companies participating in Isfahan Sport Exhibitions. 320 exhibitors were selected by judgmental sampling. A final total of 310 exhibitors completed the questionnaires. Data were collected using questionnaire of Alipour et al (2017) Cronbach's alpha reliability was 0.86. Data analysis using structural equation modeling with Smart PLS and SPSS software. The results of this research showed that “staff training” was considered as the most important parameters influencing the exhibition-based processes. In addition, it was found that the ongoing processes on the exhibition site have significantly positive effects on the selling and no selling objectives of the firms. At the end, this research has proposed suitable solutions on how to effectively and optimally use the affective factors on those processes and its effectiveness on achieving sports products exhibition goals in the business. Given the impact of information gathering on post-exhibition sports processes, it is suggested that corporate and organization officials categorize this information.
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Blythe, J. (2002). “Using trade fairs in key account management”, Industrial Marketing Management, Vol. 31(7), PP. 627-635.
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Gopalakrishna, S., Roster, C.A. & Sridhar, S. (2010). “An exploratory study of attendee activities at a business trade show”, Journal of Business & Industrial Marketing, Vol. 25(4), PP. 241-248.
Hansen, K. (2004). “Measuring performance at trade shows: scale development and validation”, Journal of Business Research, Vol. 57(1), PP. 1-13.
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Hooley, G.J., Greenley, G.E., Cadogan, J.W. & Fahy, J. (2005). “The performance impact of marketing resources”, Journal of Business Research, Vol. 58(1), PP. 18-27.
Hudson, S., Huang, L., Roth, M.S. & Madden, T.J. (2015). “The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing, Vol. 33(1), PP. 27-41.
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Jin, X. & Weber, K. (2013). “Developing and testing a model of exhibition brand preference: the exhibitors’ perspective”, Tourism Management, Vol. 38, PP. 94-104.
Jeanquart Miles, Sandra. & Clieaf, M.V. (2017). “Strategic fit: Key to growing enterprise value through organizational capital”, Business Horizons, Vol. 60(1), PP. 55-65.
Kellezi, J. (2014). “Trade shows: a strategic marketing tool for global competition”, Procedia Economics and Finance, Vol. 9, PP. 466-471.
Kirchgeorg, M., Springer, C. & Kastner, E. (2009). “Objectives for successfully participating in trade shows”, Journal of Business & Industrial Marketing, Vol. 25 (1), PP. 63-72.
Ling-yee, L. (2008). “The effects of firm resources on trade show performance: how do trade show marketing processes matter?”, Journal of Business & Industrial Marketing, Vol. 23(1), PP. 35-47.
Lodish, L.M., Curtis, E., Ness, M. & Simpson, M.K. (1988). “Sales force sizing and deployment using a decision calculus model at Syntex Laboratories, Interfaces, Vol. 18(1), PP. 5-20.
Massey, C., Elkin, G., Mallon, M., Page, C., Ruth, D.W. & Wilson, M. (2004). “A framework for building management capability in new zealand”, Journal of Small Business and Enterprise Development, Vol. 11(1), PP. 43-63.
Mahmoudi, A., sajadi, N. & Goudarzi, M. (2015). “Effect of quality of services and satisfaction of customer loyalty in Sports clubs (fitness and aerobic)”, Journal of Sport Management, Tehran University. Vol. 7(1), PP. 31-51.
Miettinena, T. & Poutvaara, P. (2014). “A market for connections”, European Journal of Political Economy, Vol. 33, PP. 37-52.
Mohammad Kazemi, R. & Omidi, Y. (2011). “Sport entrepreneurship: an emerging approach to entrepreneurship and sport management”, Two Quarterly Journal of Research in Sport Management and Motor Behavior, Vol. 1(2), PP. 69-86.
Pourshafiee, M.T., Hosseini, E., Dosti, M. & Alizadeh, F. (2016). “Assessment of the marketing mix Premier League football in Mazandaran (p7)”, Study sports management and motor behavior. Vol. 12(23), PP. 251-268.
Salimi, M., Sultan Hussein, M. & Naderian Jahromy, M. (2015). “Assessment of obstacles to the development of sports marketing”, Journal of Sport Management. Vol. 7(29), PP. 13-36.
Seyyed Javadin, R., Barari, M. & Saatchyan, V. (2014). “Relationship Marketing in the Sports Industry”, Sports Management Studies, Vol. 6(23), PP. 15-34.
Smith, T.M., Gopalakrishna, S. & Smith, P.M (2004). “The complementary effect of trade shows on personal selling”, International Journal of research in Marketing, Vol. 21(1), PP. 61-76.
Tsai, M.T. & Li, Y.H. (2007). “Knowledge creation process in new venture strategy an performance”, Journal of Business Research, Vol. 60(4), PP. 371-381.
Wang, Y., Lee, M.J. & Huh, C. (2017). “Exploring chinese outbound exhibitors’motivational factors and characteristics to U.S. exhibition market”, Asia Pacific Journal of Tourism Research, Vol. 21(8), PP. 850-862.
Yoon, K.K., Lim, S.S. & Park, M.N. (2012). “Impact of pavilion quality on exhibitor performance at an international trade exhibition”, Procedia- Social and Behavioral Sciences, Vol. 40, PP. 681-688.
_||_استیری، م.، دیواندری، ع.، سیدجوادین، ر. و خدادادحسینی، ح. (1394). "شناسایی ابعاد بازارگرایی در صنعت خدمات بانکداری کشور با تأکید بر نقش منابع انسانی"، مدیریت بازرگانی،دوره 7، شماره 2، صص. 295-314.
حقیقی، م.، قارلقی، ا. و نیکبخت، ف. (1390). "بررسی عوامل مؤثر بر برندسازی سالن‌های نمایشگاه‌های بین‌المللی (مورد مطالعه: نمایشگاه بین‌المللی تهران)"، مجله مدیریت بازرگانی، دوره 3، شماره 3، صص. 71-90.
علی‌پور، و.، جلالیان، س. و قربانی، ا. (1397). "بررسی عوامل مؤثر بر فرایند و میزان تحقق اهداف نمایشگاه‌های تجاری از دید غرفه‌داران"، مجله مدیریت بازرگانی، دوره 10، شماره 2، صص. 421-440.
کشکر، س.، هنری، ح. و فرجی، ر. (1394). "نقش نمایشگاه بین‌المللی کالا و تجهیزات ورزشی در توسعه بازار این محصولات با تأکید بر آمیخته بازاریابی ورزشی (5ps)"، مجله مدیریت ورزشی، دوره 7، شماره 2، صص. 221-235.
مدهوشی، م. و رضایی، س. (1392). "ارزیابی اثربخشی تبلیغات ویروسی با طرح پژوهش تجربی"، مدیریت بازرگانی، دوره 5، شماره 3، صص. 125-144.
ناظمی، ش. و میرزاده، م. (1385). "بررسی اثر حضور شرکت‌های تولیدی در نمایشگاه‌های بین‌المللی بازرگانی خراسان بر موفقیت تجاری آنها"، فصل‌نامه پژوهش‌نامه بازرگانی، دوره 11، شماره 41، صص. 213-244.
Beier, J & Dambok, S. (2010). “The role of exhibitions in marketing mix. The Global Association of the Exhibition Industry (UFI)”, University of Cooperative Education, Ravensburg, Germany, PP. 1-17.
Blythe, J. (2002). “Using trade fairs in key account management”, Industrial Marketing Management, Vol. 31(7), PP. 627-635.
Buil, I., Chernatony, L.D. & Martínez, E. (2013). “Examining the role of advertising and sales promotions in brand equity creation”, Journal of Business Research, Vol. 66(1), PP. 115-122.
Chugh, R. (2015). “Do Australian Universities Encourage Tacit Knowledge Transfer?”, In Proceedings of the 7th International Joint Conference on Knowledge Discovery, Knowledge Engineering and Knowledge Management, PP. 128-135.
Cox, S. (2003). “Beyond ROI and ROO: using measurement to enhance decisions and improve exhibit results. President, Exhibit Survey, Inc., 1-10.
Dekimpe, M.G., Francois, P., Gopalakrishna, S., Lilien, G.L. & Van Den Bulte, C. (1997). “Generalizing about trade show effectiveness: a cross-national comparison”, Journal of Marketing, Vol. 61(4), PP. 55-64.
Fouad, N. (2017). “Viral marketing effect on digital knowledge acquisition: WhatsApp as a model”, The Journal of National and International Library and Information Issues, Vol. 27(1), PP. 10-29.
Gopalakrishna, S., Roster, C.A. & Sridhar, S. (2010). “An exploratory study of attendee activities at a business trade show”, Journal of Business & Industrial Marketing, Vol. 25(4), PP. 241-248.
Hansen, K. (2004). “Measuring performance at trade shows: scale development and validation”, Journal of Business Research, Vol. 57(1), PP. 1-13.
Ho, J. & Dempsey, M. (2010). “Viral marketing: motivations to forward online content”, Journal of Business Research, Vol. 63(9-10), PP. 1000-1006.
Hooley, G.J., Greenley, G.E., Cadogan, J.W. & Fahy, J. (2005). “The performance impact of marketing resources”, Journal of Business Research, Vol. 58(1), PP. 18-27.
Hudson, S., Huang, L., Roth, M.S. & Madden, T.J. (2015). “The influence of social media interactions on consumer-brand relationships: A three-country study of brand perceptions and marketing behaviors”, International Journal of Research in Marketing, Vol. 33(1), PP. 27-41.
Gibbert, M., Golfetto, F. & Zerbini, F. (2006). “What do we mean by ‘marketing’ resources and competencies? a comment on Hooley, Greenley, Cadogan and Fahy (JBR 2005)”, Journal of Business Research, Vol. 59(1), PP. 148-151.
Jin, X. & Weber, K. (2013). “Developing and testing a model of exhibition brand preference: the exhibitors’ perspective”, Tourism Management, Vol. 38, PP. 94-104.
Jeanquart Miles, Sandra. & Clieaf, M.V. (2017). “Strategic fit: Key to growing enterprise value through organizational capital”, Business Horizons, Vol. 60(1), PP. 55-65.
Kellezi, J. (2014). “Trade shows: a strategic marketing tool for global competition”, Procedia Economics and Finance, Vol. 9, PP. 466-471.
Kirchgeorg, M., Springer, C. & Kastner, E. (2009). “Objectives for successfully participating in trade shows”, Journal of Business & Industrial Marketing, Vol. 25 (1), PP. 63-72.
Ling-yee, L. (2008). “The effects of firm resources on trade show performance: how do trade show marketing processes matter?”, Journal of Business & Industrial Marketing, Vol. 23(1), PP. 35-47.
Lodish, L.M., Curtis, E., Ness, M. & Simpson, M.K. (1988). “Sales force sizing and deployment using a decision calculus model at Syntex Laboratories, Interfaces, Vol. 18(1), PP. 5-20.
Massey, C., Elkin, G., Mallon, M., Page, C., Ruth, D.W. & Wilson, M. (2004). “A framework for building management capability in new zealand”, Journal of Small Business and Enterprise Development, Vol. 11(1), PP. 43-63.
Mahmoudi, A., sajadi, N. & Goudarzi, M. (2015). “Effect of quality of services and satisfaction of customer loyalty in Sports clubs (fitness and aerobic)”, Journal of Sport Management, Tehran University. Vol. 7(1), PP. 31-51.
Miettinena, T. & Poutvaara, P. (2014). “A market for connections”, European Journal of Political Economy, Vol. 33, PP. 37-52.
Mohammad Kazemi, R. & Omidi, Y. (2011). “Sport entrepreneurship: an emerging approach to entrepreneurship and sport management”, Two Quarterly Journal of Research in Sport Management and Motor Behavior, Vol. 1(2), PP. 69-86.
Pourshafiee, M.T., Hosseini, E., Dosti, M. & Alizadeh, F. (2016). “Assessment of the marketing mix Premier League football in Mazandaran (p7)”, Study sports management and motor behavior. Vol. 12(23), PP. 251-268.
Salimi, M., Sultan Hussein, M. & Naderian Jahromy, M. (2015). “Assessment of obstacles to the development of sports marketing”, Journal of Sport Management. Vol. 7(29), PP. 13-36.
Seyyed Javadin, R., Barari, M. & Saatchyan, V. (2014). “Relationship Marketing in the Sports Industry”, Sports Management Studies, Vol. 6(23), PP. 15-34.
Smith, T.M., Gopalakrishna, S. & Smith, P.M (2004). “The complementary effect of trade shows on personal selling”, International Journal of research in Marketing, Vol. 21(1), PP. 61-76.
Tsai, M.T. & Li, Y.H. (2007). “Knowledge creation process in new venture strategy an performance”, Journal of Business Research, Vol. 60(4), PP. 371-381.
Wang, Y., Lee, M.J. & Huh, C. (2017). “Exploring chinese outbound exhibitors’motivational factors and characteristics to U.S. exhibition market”, Asia Pacific Journal of Tourism Research, Vol. 21(8), PP. 850-862.
Yoon, K.K., Lim, S.S. & Park, M.N. (2012). “Impact of pavilion quality on exhibitor performance at an international trade exhibition”, Procedia- Social and Behavioral Sciences, Vol. 40, PP. 681-688.