Bricoleur mindset in sales: Empowering trade fair performance

A significant advantage in a constantly evolving trade fair environment is the bricoleur mind set. This is particularly relevant for a company deserving to participate in a trade fair but face challenges such as intense competition, resource allocation problems, and the need for adaptability. This research investigates the impact of bricoleur behaviour and problem-solving confidence on exhibitor performance at trade fairs offering valuable information about the dynamics of salespeople behaviour on a trade fair environment and the impact on the performance of company’s trade fair participation. Therefore, the study addresses the gap in the literature regarding the bricoleur behaviour of salespeople at trade fairs, investigating how they creatively use available resources to navigate the complexity of these events and improve their performance. Grounded in the Bricolage and Stressor Event theories, the study explores the swift and effective adaptation required at trade fairs, offering managerial insights and directions for future research. The study adopts a quantitative approach, by examining a sample of 304 Portuguese and Kosovar companies by a covariance-based Structural Equation Modelling (CB-SEM). The study results confirm the importance of bricoleur behaviour and confidence in problem-solving for exhibitor performance at trade fairs. The findings align with supporting theories, and the integrated approach of these skills culminates in a “bricolage thinking”, which is essential for navigating complex and high-pressure environments such as trade fairs, thereby contributing to the overall success of these business platforms.