Firms routinely demonstrate new product concepts in trade shows long before their eventual launch, presumably to signal the market about their innovative activities. Focusing on the automotive industry, we investigate the effects of automotive concept demonstrations in auto shows on the abnormal...

Trade shows are a popular venue for firms to demonstrate their portfolio of market-ready new products as well as product concepts under different stages of development. Utilizing auto shows as a context, the authors investigate the effects of concept and product demonstrations on the...