International trade fairs and foreign market involvement: Review and research directions

F. H. Rolf Seringhaus and Philip J. Rosson

International Business Review, 1994, vol. 3, issue 3, 311-329

Abstract: Given their history and significance, international trade fairs have received surprisingly little attention from academic writers and researchers. This article reviews the extant literature and develops a framework of international trade fair behaviour of firms. Decisions on selection and participation, performance evaluation, and the broader marketing impact of international trade fairs are identified as key elements for the firm. Directions for future research are developed and research propositions are provided.

Keywords: International; Trade; Fairs; Foreign; Market; Involvement; Trade; Fair; behaviour (search for similar items in EconPapers)
Date: 1994
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Citations: View citations in EconPapers (5)

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