Date of Award
Doctor of Business Administration (DBA)
School of Business
Alan Kluge, Ph.D.
Paul Shelton, Ph.D.
Scott Powell, DBA
The personal needs of professionals within the steel industry have the potential to influence sales and marketing activities. In a business-to-business setting, trade shows stand out as industry-accepted sales and marketing activities. While previous research has explored trade show strategies by examining various aspects of operational functions, a gap exists in the literature surrounding the attendees and their needs. Using three of Maslow’s needs classifications, this study seeks to explore the relationship between trade show attendees’ needs and their perceptions of trade show effectiveness and post-show purchase intention.
Fryan, RJ, "The Impact of Buyer Needs on Perceived Trade Show Effectiveness" (2020). Doctor of Business Administration (DBA). 40.