Role of international trade shows in small firm internationalization: a network perspective

The impact of trade shows on the internationalization of participating small exporting firms in terms of growth and expansion has gone largely unstudied, as has their effectiveness in network‐building activities. Using the network model of internationalization, the purpose of this paper is to investigate the role international trade shows play in the internationalization process of small exporting firms in Ireland and New Zealand (NZ).

Taking a two‐tier approach, first, qualitative interviews were conducted with a sample of 37 Irish‐ and NZ‐based export‐intensive seafood firms, followed by in‐depth cases of three Irish export start‐ups.

Trade shows go well beyond being a marketing and information platform and make an important contribution to establishment and enhancement of a network infrastructure for enabling such firms to grow and expand internationally.

This paper provides a research basis for exploring the role of trade shows in the firm internationalization across other industry sectors.

Managers need to revisit how they use trade shows in their international marketing strategy, in terms of the strategic role of trade shows in creating and developing international networks for competitive advantage. Policy makers need to recognize their important role as horizontal networks in network development.

This study contributes to the knowledge on the role of trade shows in international business and further advances the network approach to small firm internationalization by identifying trade shows as a vital context where networks are created and maintained for international advancement.