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Authors
Advisor(s)
Abstract(s)
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
Description
Motivations/barriers to participate in ITF
International marketing
International marketing
Keywords
International trade fairs (ITF) Portuguese exporting SME’s
Citation
Santos, J.; Mendonça, P.Motivations to Participate in International Trade Fairs: The Portuguese Experience, British Journal of Economics, Management & Trade, 4, 12, 1957-1972, 2014.