Management and performance of international trade fair exhibitors: government stands vs independent stands

Abstract

This paper brings together two significant export management issues: international trade fairs and export promotion. Trade fairs play a market development and expansion role while export support is aimed at building foreign market capability. This study examines companies at international trade fairs exhibiting on government stands and their own, independent stands. Discriminant analysis shows that the two groups of exhibitors differ in company strategy and trade fair performance. As well, staff training activities and visitor attraction are analysed, with the latter showing a clear relationship with performance. Implications for exporters and export promotion agencies are discussed and research directions given.

Citation

Rolf Seringhaus, F.H. and Rosson, P.J. (1998), "Management and performance of international trade fair exhibitors: government stands vs independent stands", International Marketing Review, Vol. 15 No. 5, pp. 398-412. https://doi.org/10.1108/02651339810236425