Abstract
The study intended to elaborate on the contribution of exhibitions and community for the development of small and medium-sized enterprises (SMEs). This qualitative research employed a case study design, as the group of SMEs in Tangerang Selatan became the analysis unit. 25 SMEs, which are engaged in fashion, craft, and culinary participated in the study. The researchers obtained the data from observation, interviews, and document analysis. The research has revealed that participating in exhibitions brings an economic impact on their sales ranging from 20-80 percent. In terms of the involvement of the SME community, entrepreneurs obtained a lot of beneficial impacts on the improvement of their products as well. It implied the more exhibitions the more benefits SMEs obtain.
Highlights
The terms of trade fairs, trade show, and exhibitions are used interchangeably, which play a significant marketing tool in most businesses (Seringhaus & Rosson, 2001)
Kowalik (2012) emphasized that the trade fairs are generally distinguished by longevity and decent media coverage; the beneficial impact on the local economy often seem to be strongly embraced by the community
The current findings show that trade fairs, exhibitions, or similar events which aim to promote the products of business owners ranging from micro, small, medium, and even large enterprises play several significant contributions
Summary
The terms of trade fairs, trade show, and exhibitions are used interchangeably, which play a significant marketing tool in most businesses (Seringhaus & Rosson, 2001). Beier and Damböck (2006) differentiate the concept of trade fairs and exhibitions. Trade fairs were held for limited time, occasionally and not highly planned activities. Aside from conceptual differences, trade fairs and exhibitions are the ultimate example of excellence in marketing (Blythe, 2010), which bring economic significance to the business (Beier & Damböck, 2006). The events of exhibitions, trade fairs, festivals and all activities usually offer advantages to the local community that is evident before, during and after the event. Exhibitions boost and share positive impacts in the social, economic, cultural and even political aspects (Ivkov et al, 2015)
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