Keywords
B2B trade shows
Participation decisions
cultural distance
Organizational learning
China
How to Cite
Abstract
Purpose: This study develops an integrative framework explaining how Sustainable Competitive Intelligence Capability can support B2B trade show participation decisions under cross-cultural uncertainty.
Methodology/approach: A structured purposive synthesis of peer-reviewed literature connects competitive intelligence, information quality, opportunity recognition, perceived strategic value, organizational learning, cultural distance, and participation decisions. Aggregate indicators from the World Bank Enterprise Surveys China 2024 are examined separately as descriptive contextual evidence.
Originality/Relevance: The study conceptualizes intelligence as a renewable organizational capability sustained through governance, post-decision feedback, accumulated learning, and adaptation rather than as a one-time information-gathering activity.
Key findings: The synthesis indicates that intelligence may shape participation indirectly through information quality, opportunity recognition, uncertainty reduction, and perceived strategic value. The WBES indicators neither measure the focal constructs nor test their relationships; no statistical relationship between intelligence and participation is estimated.
Theoretical/methodological contributions: Repeated intelligence-to-action-feedback cycles are proposed as foundations for decision calibration, organizational learning, strategic resilience, and potentially sustainable competitive advantage. The paper also specifies the direct measures required for future firm-event testing.
References
Ahmad, S., Miskon, S., Alkanhal, T. A., & Tlili, I. (2020). Modeling of business intelligence systems using the potential determinants and theories with the lens of individual, technological, organizational, and environmental contexts: A systematic literature review. Applied Sciences, 10(9), 3208. https://doi.org/10.3390/app10093208
Andoh-Baidoo, F. K., Chavarria, J. A., Jones, M. C., Wang, Y., & Takieddine, S. (2022). Examining the state of empirical business intelligence and analytics research: A poly-theoretic approach. Information & Management, 59(6), 103677. https://doi.org/10.1016/j.im.2022.103677
Bai, W., Johanson, M., Oliveira, L., Ratajczak-Mrozek, M., & Francioni, B. (2022). Where business networks and institutions meet: Internationalization decision-making under uncertainty. Journal of International Management, 28(2), 100904. https://doi.org/10.1016/j.intman.2021.100904
Bao, Y. (2020). Competitive intelligence and its impact on innovations in tourism industry of China: An empirical research. PLOS ONE, 15(7), e0236412. https://doi.org/10.1371/journal.pone.0236412
Bartosik-Purgat, M., & Rakowska, W. (2025). Cross-cultural business-to-business communication – the experiences of Polish companies with the Chinese and Americans. International Journal of Emerging Markets, 20(13), 74–95. https://doi.org/10.1108/IJOEM-01-2022-0013
Chen, Y., & Lin, Z. (2020). Business intelligence capabilities and firm performance: A study in China. International Journal of Information Management, 57(3), 102232. https://doi.org/10.1016/j.ijinfomgt.2020.102232
Cheng, C., Zhong, H., & Cao, L. (2020). Facilitating speed of internationalization: The roles of business intelligence and organizational agility. Journal of Business Research, 110, 95–103. https://doi.org/10.1016/j.jbusres.2020.01.003
Cheng, H., Zhang, X., & Li, Z. (2022). A study of the influence of cultural distance on the retention of multinational exhibitors. Journal of Quality Assurance in Hospitality & Tourism, 25(1), 22-36. https://doi.org/10.1080/1528008X.2022.2100031
Chung, H. F. L., Sima, H., Ho, M. H.-W., & Pichugin, D. (2024). Towards export success: The role of inter-cultural B2B relationships, immigrant managers and cultural distance. Industrial Marketing Management, 120, 29–48. https://doi.org/10.1016/j.indmarman.2024.05.002
Cristofaro, M., & Lovallo, D. (2022). From framework to theory: An evolutionary view of dynamic capabilities and their microfoundations. Journal of Management & Organization, 28(3), 429-450. https://doi.org/10.1017/jmo.2022.46
Geldres-Weiss, V. V., Monreal-Pérez, J., & Geldres-Weiss, S. L. (2021). Exhibitors' performance at international trade shows: Does export firms' experience matter? Journal of Promotion Management, 28(3), 288-308. https://doi.org/10.1080/10496491.2021.1989543
Griffith, D. A., Dean, T., & Hoppner, J. J. (2021). Choices and consequences: Recommendations for an improved understanding of cultural distance in international marketing research. Journal of International Marketing, 29(3), 23-42. https://doi.org/10.1177/1069031X211002193
Han, X., Lin, T. X., & Wang, X. (2024). Mitigate cross-market competition caused by the risk of uncertainty and improve firm performance through business intelligence. Heliyon, 10, e34542. https://doi.org/10.1016/j.heliyon.2024.e34542
Hossain, M. A., Agnihotri, R., Rushan, M. R. I., Rahman, M. S., & Sumi, S. F. (2022). Marketing analytics capability, artificial intelligence adoption, and firms' competitive advantage: Evidence from the manufacturing industry. Industrial Marketing Management, 106, 240-255. https://doi.org/10.1016/j.indmarman.2022.08.017
Kim, B.-S., Kim, K.-B., Park, C.-W., & Lee, J. (2020). Effects of exhibitors' trade show participation on market performance: Longitudinal research. Asia Pacific Journal of Tourism Research, 25(12), 1343-1358. https://doi.org/10.1080/10941665.2020.1851275
Kumar, V., Saboo, A. R., Agarwal, A., & Kumar, B. (2020). Generating competitive intelligence with limited information: A case of the multimedia industry. Production and Operations Management, 29(1), 192-213. https://doi.org/10.1111/poms.13095
Lee, J., & Ryan, C. (2025). Exhibitor loyalty through trust, participation and citizenship behaviors: Moderating effect of first-time and repeat exhibitors. Journal of Hospitality & Tourism Research, 49(5), 891-905. https://doi.org/10.1177/10963480241311151
Lyu, C., Zhang, F., Ji, J., Teo, T. S. H., Wang, T., & Liu, Z. (2022). Competitive intensity and new product development outcomes: The roles of knowledge integration and organizational unlearning. Journal of Business Research, 139, 121-133. https://doi.org/10.1016/j.jbusres.2021.09.049
Mikalef, P., Krogstie, J., Pappas, I. O., & Pavlou, P. A. (2020). Exploring the relationship between big data analytics capability and competitive performance: The mediating roles of dynamic and operational capabilities. Information & Management, 57(2), 103169. https://doi.org/10.1016/j.im.2019.05.004
Mora Cortez, R., Clarke, A. H., & Freytag, P. V. (2025). The future of B2B trade shows: Drivers of transformation from a process view. Industrial Marketing Management, 129, 151–165. https://doi.org/10.1016/j.indmarman.2025.07.010
Mora Cortez, R., Johnston, W. J., & Gopalakrishna, S. (2022). Driving participation and investment in B2B trade shows: The organizer view. Journal of Business Research, 142, 1092–1105. https://doi.org/10.1016/j.jbusres.2022.01.028
Oliveira, J. S., Hultman, M., Boso, N., Hodgkinson, I. R., Hughes, P., Nemkova, E., & Souchon, A. L. (2023). Decision-making in international marketing: Past, present and future. International Marketing Review, 40(3), 413-428. https://doi.org/10.1108/IMR-11-2022-0249
Sahoo, S., Kumar, S., Donthu, N., & Singh, A. K. (2024). Artificial intelligence capabilities, open innovation, and business performance: Empirical insights from multinational B2B companies. Industrial Marketing Management, 117, 28-41. https://doi.org/10.1016/j.indmarman.2023.12.008
Shereni, N., Ncube, F., & Mazhande, P. (2021). Exhibitors' preference at trade fairs: The case of Zimbabwe International Trade Fair (ZITF). Journal of Convention & Event Tourism, 22(5), 363-383. https://doi.org/10.1080/15470148.2021.1893241
Silva, P. (2021). Examination in B2B trade show: The effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. Journal of Marketing Analytics, 9(1), 228-241. https://doi.org/10.1057/s41270-020-00096-2
Silva, P., Paço, A., & Moutinho, V. (2023). The trend of omnichannel trade fairs: Are B2B exhibitors open to this challenge? A study on Portuguese exhibitors. Journal of Business-to-Business Marketing, 30(1), 15-31. https://doi.org/10.1080/1051712X.2023.2174825
Silva, P., Santos, J. F., & Moutinho, V. (2021). Accounting for sources of information in trade fairs: Evidence from Portuguese exhibitors. Economic and Business Review, 23(1), 15-25. https://doi.org/10.15458/2335-4216.1002
Song, J., Xia, S., Vrontis, D., Sukumar, A., Liao, B., Li, Q., Tian, K., & Yao, N. (2022). The source of SMEs' competitive performance in COVID-19: Matching big data analytics capability to business models. Information Systems Frontiers, 24(5), 1167-1187. https://doi.org/10.1007/s10796-022-10287-0
Talaoui, Y., & Kohtamäki, M. (2020). 35 years of research on business intelligence process: A synthesis of a fragmented literature. Management Research Review, 44(5), 677-717. https://doi.org/10.1108/MRR-07-2020-0386
Wang, L., & Gao, Y. (2020). Competition network as a source of competitive advantage: The dynamic capability perspective and evidence from China. Long Range Planning, 54(2), 102052. https://doi.org/10.1016/j.lrp.2020.102052
World Bank. (2025). China-Enterprise Survey 2024 [Data set]. World Bank Group. https://microdata.worldbank.org/index.php/catalog/6676