1. ONGOING SEARCH AMONG INDUSTRIAL BUYERS
Lingnan University
MBA 655: Business to Business Marketing
ONGOING SEARCH AMONG INDUSTRIAL BUYERS
Stefania Borghini, Francesca Golfetto, Diego Rinallo
Journal of Business Research 59 (2006)
Article presented by:
Detloff Rump
29 November 2008

2. Key questions: How do organizational buyers behave at trade shows?
What may be the implications for those organizations presenting at trade shows?

3. Introduction
Most existing literature focuses on communication to buyers with short term purchase intention (pre-purchase or purchase proper)
There is not much literature on ongoing (longer perspective, purchase -independent) search behavior by organizational buyers

4. Introduction (cont’d)
Literature on trade shows (TS) involves aspects on purchase-unrelated search behavior
How do exhibitors measure success/return on investment?
Attendees from target audiences (members of buying centers)?
Immediate/subsequent purchases?
Is focus on “close” circles missing the opportunities to reach out to on-going search (browsing) buyers?

5. Understanding ongoing search(existing literature)
Information after purchase to reduce cognitive tension
Information about product range to get ideas
Influencers enhance credibility by gathering information
Information about evolutions of industries or technology
Relationships

6. Methodology
Ethnographic concept: as cognitive aspects result in physical behaviour, this behavior can be observed and interpreted
Interviews, photos, videos, field notes (qualitative)
Data from trade show organizers (quantitative)
11 trade shows: textile apparel and wood-furniture
80 researcher days, 180 interviews, 20 hrs video, several hundred photos
Caveat: cultural differences

7. Findings (1): TS Audience
Atypical visitors sometimes >50%: e.g. exhibitors’ suppliers and competitors, members of related industries
(average 37% for retail oriented TS, 18% for industrial user oriented TS)
Typical visitors also often not interested in immediate buying (average 62%)
[buying centers=learning centers]
Typical visitors have diverse intentions: knowledge, courtesy, inspiration, community, reassurance, skills update

8. Findings (2): Outcomes Unexpected knowledge Inspiration Reassurance
Products, suppliers, trends
“irrelevant” details
Market leaders
Inspiration
Often unrelated to or exceeding exhibitor’s message
Reassurance
Confirmation of existing suppliers
Peer comparison
Relationships
Not sales reps only
Peers

9. Findings (3): Experiential nature
Touch, smell…
Prototypes, samples: revoke experience
Interact/socialize in a “neutral” environment
Suppliers
Peers

10. Findings (4) Ritual dimension
Neo-tribal need of periodical meetings
TS regular (innovation cycle)
Leading innovations (trend areas)
Micro rituals at stands
Communitas
Liminality

11. Findings (summary)
Audience: on-going search broad (going beyond immediate areas of interest) and generalized (sharing views)
Outcomes: beyond what exhibitors intend to achieve
Experience: holistic
Ritual dimension: neo-tribal behavior

12. Theoretical framework
LIMINAL SPACE
Experience providers
Ongoing search
Exhibors’
-Products
-Human resources
-Other customers
Broader effects
Unexpected knowledge
-Inspiration
-Reassurance
-Establishing/maintaining realtionships
-Sense of community
-Collective sense making
TS organzers’
-Atmosphere
-Trend areas
- Selection of eXhibitors
RITUALIZED BEHAVIOR

13. Trade shows… Are important for industries and markets
Are activities revolving around experiences (outcomes are influenced by experiences)
Are temporary networks of companies accommodating micro-experiences
Create space for ongoing search
Have ritual dimensions
Are events with macro-level effects

14. Managerial implications
Good TS are created by 3 parties (organizers, exhibitors and visitors): select well!
Market leaders play a pivotal role and should be present
Welcoming “curious” visitors can be commercially viable (brand, reputation)
Allow for longer time horizons for return on investment

15. Questions or comments?