{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,12,29]],"date-time":"2025-12-29T13:25:10Z","timestamp":1767014710409,"version":"3.48.0"},"reference-count":53,"publisher":"Emerald Group Publishing Limited","isbn-type":[{"type":"print","value":"9781784410803"},{"type":"electronic","value":"9781784410797"},{"type":"electronic","value":"9781836966517"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2014,8,20]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:p>This case study discusses the importance of studying buyer and seller interactions, as they are relevant to understand how relationships evolve. It further presents a conceptual foundation for investigating B2B interactions, particularly in the context of the trade fair. The trade fair is presented as a privileged field for relationship building and development, where socialization episodes occupy a relevant role. Data were gathered through observations, interactions, and interviews, spread over a twelve-month field-study of participants at trade fairs, and their comments analyzed within a framework of relationship building. Insights revealed include the importance of innovation versus relational interactions; the informality of interactions; the opportunity for information exchange and learning; social interactions, and relationship development. The chapter concludes by considering that a relationship marketing strategy to B2B trade fair participation is vital for the effectiveness of this business activity and a challenge for exhibitors, visitors, and trade fair organizers.<\/jats:p>","DOI":"10.1108\/s1069-096420140000021005","type":"book-chapter","created":{"date-parts":[[2014,10,7]],"date-time":"2014-10-07T07:21:57Z","timestamp":1412666517000},"page":"167-189","source":"Crossref","is-referenced-by-count":1,"title":["B2B Interactions at Trade Fairs and Relationship Quality: A Conceptual 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