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Segmenting Meeting and Event Management Organizations Based on Business Performance

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This study examines the characteristics and practices of small- and medium-sized meeting and event management organizations (MEMOs). Using data collected from 120 MEMOs in Australia, cluster analysis, chi-square, and Kruskal–Wallis were used to categorize and profile these organizations based on their performance levels. Significant differences were found between high-performing enterprises (HPE), average-performing enterprises (APE), and low-performing enterprises (LPE). These differences relate to a number of business and owner characteristics, including the age of the business, its legal structure, and the owners' level of entrepreneurial skills. These characteristics were used to both profile the HPEs and to identify factors that influence business performance. The findings from this study present implications for researchers in events and entrepreneurial studies as well as for policymakers aiming to support the sustainable development of the events management industry.
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Keywords: AUSTRALIA; CLUSTER ANALYSIS; ENTERPRISE PERFORMANCE; EVENT MANAGEMENT ORGANIZATIONS (MEMOS); SMALL FIRMS

Document Type: Research Article

Publication date: September 13, 2016

More about this publication?
  • Event Management, an International Journal, intends to meet the research and analytic needs of a rapidly growing profession focused on events. This field has developed in size and impact globally to become a major business with numerous dedicated facilities, and a large-scale generator of tourism. The field encompasses meetings, conventions, festivals, expositions, sport and other special events. Event management is also of considerable importance to government agencies and not-for-profit organizations in a pursuit of a variety of goals, including fund-raising, the fostering of causes, and community development.
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