The Changing Role of International Trade Shows in Today’s Internationalisation Process of SMEs: an Application to SMEs in the Diamond Sector
Authors: Diana Nassar, Ysabel Nauwelaerts
Issue: 2019, Vol. 5
Abstract
The purpose of this study is to investigate today’s new role and impact of international trade shows in the internationalization process of small and medium-sized exporting firms. By means of qualitative case studies, in-depth interviews are conducted at eight diamond manufacturing and trading companies operating in Belgium and completed with secondary data and an expert review. The case studies reveal new insights on todays’ role and impact of international trade shows, affected by recent evolutions in digitalization, E-commerce etc. in a sector that is relatively unsearched. The results indicate that the participation in international trade shows influences the internationalization process of the diamond firms and is still perceived as a valuable marketing tool to meet new customers and to maintain contact with existing customers. The findings also reveal that important network-building activities take place at an international trade show and can be considered as a valuable extension of the local sales offices. The participation in international trade shows contributes to the enhancement of a company’s image and stimulates its export performance. The digitalization and E-commerce seem to strongly increase transparency in the industry, which is mainly perceived as positive, associated with global pricing and disrupting traditional business models, causing traders to evolve gradually. Moreover, this research contributes to the knowledge on the new role of trade shows in international business and further advances the network approach of small and medium-sized firms by identifying trade shows as a vital context where networks are created and maintained for international success.
Keywords: trade shows, internationalisation, networks, diamond sector, E-commerce, digitalisation, case study research.
To download the article, please click on the PDF file or read on this page below:
Authors: Diana Nassar, Ysabel Nauwelaerts
Issue: 2019, Vol. 5
Abstract
The purpose of this study is to investigate today’s new role and impact of international trade shows in the internationalization process of small and medium-sized exporting firms. By means of qualitative case studies, in-depth interviews are conducted at eight diamond manufacturing and trading companies operating in Belgium and completed with secondary data and an expert review. The case studies reveal new insights on todays’ role and impact of international trade shows, affected by recent evolutions in digitalization, E-commerce etc. in a sector that is relatively unsearched. The results indicate that the participation in international trade shows influences the internationalization process of the diamond firms and is still perceived as a valuable marketing tool to meet new customers and to maintain contact with existing customers. The findings also reveal that important network-building activities take place at an international trade show and can be considered as a valuable extension of the local sales offices. The participation in international trade shows contributes to the enhancement of a company’s image and stimulates its export performance. The digitalization and E-commerce seem to strongly increase transparency in the industry, which is mainly perceived as positive, associated with global pricing and disrupting traditional business models, causing traders to evolve gradually. Moreover, this research contributes to the knowledge on the new role of trade shows in international business and further advances the network approach of small and medium-sized firms by identifying trade shows as a vital context where networks are created and maintained for international success.
Keywords: trade shows, internationalisation, networks, diamond sector, E-commerce, digitalisation, case study research.
To download the article, please click on the PDF file or read on this page below:
| The Changing Role of International Trade Shows in Today’s Internationalisation Process of SMEs: an Application to SMEs in the Diamond Sector by Diana Nassar and Ysabel Nauwelaerts |
