|Institution:||Högskolan i Halmstad|
|Keywords:||Trade Shows; Business Networking; Internationalization Process; Small businesses; Network theory; Shared Resources; International Marketing; Internationell marknadsföring; Social and Behavioural Science, Law; samhälle/juridik|
|Full text PDF:||http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2502|
This thesis is an effort to analyze the importance of business network partners for successful participation in trade shows for small firms to grow more in international markets. This study would be helpful to demonstrate the value of trade shows. Trade shows provide the opportunities to introduce new products, expand network connection, and enhancing firm’s corporate image. To participate in any trade show may be a very lucrative process, but there are many challenges and tasks which are to be met to get the maximum share of international market. To analyse the effectiveness of business network for successful participation in trade shows, I have included one case study of trade shows, named Beauty World 2009, held at Frankfurt Germany. In this show, among the firms from all over the world, 16 small companies manufacturing beauty instruments, companies from my home city, namely Sialkot, Pakistan, also participated. Their experiences, participation, views and observation will also be used to analyze the importance of trade show for creating new business networks through this show. This research indicates the effectiveness of network member providing support to small and growing firms for successful participation in trade shows. With the help of these network members, trade shows can be used as exclusive platforms to introduce new firms, as well as products, to potential consumers. In general, we can indicate that existing network partners, if mobilized accordingly, have the ability to reduce the overall cost incurred at trade shows.