Enhancing Trade Show Value through Servitization Strategies
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Abstract
The trade show industry is experiencing a strategic shift as professional exhibition organizers (PEOs) increasingly implement technology-enabled servitization to enhance participant value, personalize experiences, and build long-term relationships. This study explores how digital technologies can be embedded into auxiliary services that extend value beyond traditional exhibition formats. Using a qualitative, exploratory approach, in-depth interviews with twelve exhibition professionals from Europe, Asia-Pacific, and Thailand uncovered four key service transformation dimensions: Technology-Enhanced Services, Customer-Centric Approaches, Organizational Readiness, and Workforce Competency Development. These findings offer a practical framework for integrating digital servitization into trade show management, helping PEOs deliver innovative, hybrid, and CRM-enabled exhibition services in an evolving competitive landscape.
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