Abstract
Aims: This study explores the prime motives and barriers that drive or inhibit the Portuguese exporting Small and Medium Enterprises (SMEs) to exhibit at an international trade fair. Study design: Survey, based on a questionnaire sent by email. Place and Duration of Study: 68 Portuguese exporting SMEs, between January and July 2012. Methodology: The present study was conducted in Portugal and sought to examine the firm’s behavior regarding international trade fairs. In the preliminary stage of the research process an informal exploratory study was undertaken. Then, a survey based on a questionnaire sent by email collected the primary data used in the study. Results: The results indicate that a strong motive to exhibit at a trade fair is to reinforce the market presence of the firm, the possibility of finding new ideas and test new products, establish relationships with present and future customers, and enhance the brand image and reputation of the firm. The main barriers to non exhibitors firms were costs, bad previous experiences and lack of resources (financial, personnel and time). Conclusion: A strong motive to exhibit at a trade fair is the reinforcement of the exporter’s market presence, particularly in international markets where the comparative
Highlights
International trade shows are not a new international marketing promotion tool, but over the last years the global trade show industry grew dramatically worldwide
The main barriers to non exhibitors firms are costs associated with the participation in the venue, bad experiences on previous trade fairs, and lack of resources
The first part is oriented towards the firms that already has been in an international trade fair, and included: i) questions related with operational and tactical decisions about the firms’ participation; ii) two lists of typical reasons and decision factors - the first list was measured on a preference scale from 1 to 5, and the second list used a five-point Likert scale; iii) questions about the communication tools used by firms during the fair
Summary
International trade shows are not a new international marketing promotion tool, but over the last years the global trade show industry grew dramatically worldwide. Some studies have contributed to understanding what might motivate firms to exhibit their products or services at international fairs, researchers have paid less attention to the specific reasons that encourage SMEs to become involved in those venues. Because participants in trade fairs invariably have differing objectives, depending on their size, experience, country of origin, products/services, and market focus. According to Global Association of the Exhibition Industry (UFI) [1], trade shows are business to business events, where firms in a specific industry can showcase and demonstrate their new products and services. The term trade fairs are more used in Europe and trade shows in the United States, for the purpose of the current study these terms are used interchangeably, representing opportunities for firms interested in promoting their products and services internationally
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