Participating in Business-to-Business Trade Fairs: Does the Buying Function Matter?

This research aims at understanding the main reasons for business-to-business trade fair participation and for visitors' interaction with suppliers. The nature of the study is exploratory and combines qualitative interviews with trade fair organizers, experts, and trade fair participants, and a survey administered to visitors of an international trade fair held in Portugal. The study revealed that visitors do not highlight buying at these events and the most experienced visitors are the ones who devalue most buying at trade fairs. Interestingly, even when considering the most important supplier with whom visitors have interacted, they do not underline using the trade fair context to place orders. Such conclusion allows drawing managerial implications for trade fair participants and organizers.