Super Sleuths: Using Trade Shows to Investigate Your Competition

Your company is in a precarious position. The marketplace is changing daily. New companies enter the industry. Your competitors are constantly unveiling new products, new services, and/or new marketing strategies. How do you keep up with or even better, how do you anticipate — these changes?

That s where the trade show comes in. Gathered in one convenient location, you should find many, if not most, of your competitors. While industrial espionage is never a good idea, there s nothing illegal or immoral about asking the booth staff a few pointed questions.

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