Korea Trade Review (무역학회지)

Korea Trade Research Association (한국무역학회)
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Exploration of the dimensionality of Iran's trade show performance and application of R-IPA

이란 전시회 성과요인 탐색 및 무역박람회에 수정된 중요도-성취도분석 (R-IPA) 적용 방안

  • Yoon-say Jeong (Department of International Trade, Dankook University)
  • 정윤세 (단국대학교 상경대학 무역학과)
  • Received : 2020.06.26
  • Accepted : 2020.08.28
  • Published : 2020.08.31
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Abstract

This study aims to identify the dimensions of trade show performance in Iranian trade shows and apply the revised importance-performance analysis. The IPA method integrates two types of indirect importance and a composite I-P mapping using traditional four-quadrants, as well as a diagonal line on a two-dimensional grid. Based on the analysis results, this study presents several suggestions to contribute to the development of the trade show industry. First, it is noted that the dimensionality of trade show performance in a developing country context can be different from that of prior literature. Taking different industry development stages of a show hosting countries, examining the dimensions of each trade show performance with every effort to derive proper exhibitors' implications is necessary. Second, the use of statically-derived importance is recommended while considering respondents' convenience to reduce their time and fatigue when collecting data at the busy booths. Further, applying composite I-P mapping is suggested as an effective diagnostic tool to provide optimal trade show strategies for the exhibitors under the dynamic and ever-changing global business environment.

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References

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