The Allocation of Resources at Trade Shows

Sammanfattning:          Motivated by the lack of models that can bring a general preparation formula for developing competitive intelligence in Trade Show, the authors researched in a theoretical database to develop a model that can bring a general vision for a company that wants to start to organize the personnel to gather competitive intelligence in trade show events.          Furthermore, was discovered that not many firms do actually realize the opportunities they have to acquire competitive intelligence in trade shows, that way the model was developed to facilitate the process.         The discovering of the research pointed Socialization as well as relationship building and strengthening were the main channels to acquire information. In addition, Trade Shows create a rich environment where most of the stakeholders are present and also willing to share knowledge and information, creating an even more favorable place to develop this kind of intelligence.         The model presented takes in consideration the company’s stakeholder, and how to allocate personnel in booths and in extensive research around the area, it also classifies the visitors and attendees in different groups, facilitating the organizing process to understand and explore more easily and efficiently the Trade Show. The models also suggest approaches to each group in order to don’t invest resources in an ineffective way.