Managing Trade Show Campaigns: Why Managerial Responsibilities Matter?

Wondwesen Tafesse, Tor Korneliussen

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)


This article examined the relationship between managerial responsibilities for important trade show tasks and the marketing performance of exhibiting firms. Drawing theoretical insights from the functionalist perspective of managerial roles and organizational role theory, this article proposed and validated theory based, multiple, task-managerial responsibility linkages using a large international b2b trade show as a context. The empirical results indicated that the marketing performance of exhibiting firms was enhanced when (a) middle managers were assigned the trade show objective setting task, (b) lower and middle managers were involved in the trade show selection decision and (c) lower managers executed the booth management task. The paper concluded by discussing the theoretical and practical implications of these findings.

Original languageEnglish
Pages (from-to)236-253
Number of pages18
JournalJournal of Promotion Management
Issue number2
Publication statusPublished - Apr 2012
Externally publishedYes


  • managerial roles
  • marketing performance
  • promotion management
  • trade show

ASJC Scopus subject areas

  • Marketing


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