| Abstract: | The main purpose of this study is to explore the factors influencing the effectiveness of
events as platforms for launching new products and services, focusing on the Addis
Ababa Exhibition Center. The study used mixed research approach and data collected
from both primary and secondary sources. The approach combines qualitative
interviews with key stakeholders and quantitative surveys distributed to professionals
in event management, marketing, and product development in the venue of Addis
Ababa exhibition center. Purposive sampling ensures relevant expertise among
participants, with sample size determined by data saturation (achieving sufficient
data for analysis). Quantitative data from surveys is analyzed using descriptive
statistics (percentages, frequencies, means, standard deviations). Qualitative data
from interviews and document analysis (event plans, marketing strategies, post-event
reports) is analyzed through thematic analysis Primary data collected through
questionnaire and interview instrument. The key findings of the study revealed that
Technology Innovation Integration holds the highest grand mean value which is
4.0695 this implies that above all mention five factors it contributes the most for the
effectiveness of events for an introduction of new products and service from prototype
to market. Secondly, Event Contribution to Launch Strategy, Thirdly Optimal Event
Design Execution had the third position by holding 3.7305, fourth Engaging
Participants for Market Traction it holds the fourth-place because it holds 3.4663,
Lastly Engaging Participants for Market Traction holds the least grand mean value,
which is 3.3126. The study suggests that, it is critical that firm should gather as many
ideas as possible and a large number of these should come from customers so that the
firm can be in a position to design and develop winning new products. Up-front
homework prior to the initiation of product design and development is found to be a
key factor in a firm’s success.
Vendors should focus on primarily should focus on technology and innovation for
better advantage of market for the new product and service |
