AUTHOR
Nyström, Patrik; Sångberg, Erik

DATE
2000-06-14

DEPARTMENT
Business Administration and Social Sciences / Industrial marketing and e-commerce

SUMMARY
When export markets for initial entry or expansion of existing operations are selected, firms consider various methods. Participation in international trade shows (ITSs) is one such method that can help companies achieve global marketing objectives. International trade shows represent an excellent and cost-effective short-term method for international market research and product introduction, but it also provides companies with the opportunity to facilitate sales and to establish relationships with agents and distributors who can provide key inroads into foreign markets. A trade show provides a variety of promotional opportunities in one place to reach an audience with a distinct interest in the market and the products being displayed. The aim with this study is to describe what goals small and medium sized enterprises have when participating in ITSs, as well as how they use promotion to generate booth traffic. This research was carried out by doing a descriptive case study of seven companies from Norrbotten and they showed that companies can have either selling or non-selling goals when participating in ITSs. Further, all companies find promotion activities of significant importance in order to increase booth traffic when participating in ITSs.

ISSN 1404-5508 / ISRN LTU-SHU-EX--00/097--SE / NR 2000:097