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Publication: Journal of Forest Products Business Research
Authors: 0
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Publish Year: 2004
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Title: International Trade Shows and Foreign Market Information Acquisition: An analysis within the international home building industry
While the international exchange literature has often linked international trade show participation with higher levels of export activities, questions remain as to how this participation enhances information acquisition, where it is most effective, and to what extent better market information is related to export activity. This paper explores international trade shows as a source of foreign market information for U.S. exhibitors engaged in the global building materials marketplace. We explore this concept through exhibitor perceptions of international trade shows held in the United States and abroad, and the success of these shows in providing four broad categories of foreign market information (macro-environmental, micro-environmental, market characteristics, and marketing mix). Results indicate that trade shows are an important source of foreign market information for respondents examined in this study, and success in acquiring foreign market information is affected by the geographic location of the show and the international market segment targeted. Finally, our work suggests that international trade show participation outside of the United States is significantly related to higher levels of international exchange.

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