Trade shows from a SME perspective : an opportunity for internationalization?

Abstract: When SMEs have decided to internationalize their business, several different ways can be chosen to enable that process. In this research, trade shows exemplify an aid for internationalization at the same time as trade shows are portrayed as a good networking tool. Motives for participating in trade shows tend to vary; some companies see trade shows as an opportunity to launch new products and conduct sales whereas others consider trade shows as a good occasion to find new customers at the same time as they can maintain current customer relationships. Trade shows are furthermore a great opening to establish new business contacts, which consequently can provide an inroad into foreign markets. The aim with this dissertation is to analyze how SMEs use trade shows as a trigger or first step to internationalize and to investigate which role networking plays in a trade show context. Furthermore the aim of the study is to examine how SMEs’ networks affect their internationalization process. This research was carried out by conducting multiple-case studies of six companies from the region of Kalmar, Sweden. The results gained by the case studies confirmed that trade shows play an important role for SMEs when aiming to internationalize and expand the business network. Further, the case studies indicated that network connections are crucial for enabling the internationalization of SMEs.