Edited By Gunnar Prause, Urve Venesaar and Wolfgang Kersten
International Trade Fairs for Facilitating the Internationalisation of Enterprises. Rünno Lumiste, Gunnar Prause, Christian Feuerhake, Urve Venesaar, Ann Vihalem and Marianne Kallaste
291 International Trade Fairs for Facilitating the Internation- alisation of Enterprises Rünno Lumiste1, Gunnar Prause1, Christian Feuerhake2, Urve Venesaar1, Ann Vihalem1 and Marianne Kallaste1 Abstract Trade fairs have historically been a key marketing tool. Learning more about the choice, use and evaluation of fairs benefits industry as much as it interests academic researchers. The aim of the current study was to assess the impact of trade fairs for facilitating the internationalisa- tion of enterprises in Estonia and Germany, i.e. to investigate whether companies exhibiting are different with respect to their internationalisation compared with other enterprises who have not participated in international trade fairs. A structured questionnaire was used and a survey was conducted among enterprises in the federal state of Mecklenburg-Vorpommern in Germany. The Estonian questionnaire was developed partly covering the German questions. All together around 800 German and Esto- nian companies were included in the survey. The opinion of entrepreneurs about the issues of trade fair participation and marketing activities in Estonia and Germany were compared. The study revealed certain similarities and differences between Estonian and German companies in respect to goals of participation in trade fairs, and satisfaction with trade fair results. Keywords: internationalisation, trade fairs, marketing, small and medium-sized enterprises JEL: M3 1. Introduction International trade fairs are important events which support processes of interac- tive learning, knowledge creation and the formation of international networks (Batheld and Schuldt 2008) for those who participate via exchanging infor- mation about new market developments, presenting new products, monitoring the...
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