Industrial trade shows abroad

As American companies seek industrial markets abroad, a stumbling block confronting many new entrants concerns gaining access to market information and decision makers quickly. The industrial trade show is one vehicle that can serve the marketer well in this regard. However, trade fairs are not traditionally viewed in this country as serving this purpose. Thus, in an effort to expand comprehension in this area, this article outlines several benefits of utilizing trade shows in industrial marketing plans overseas. In addition, operational concerns are discussed, and a brief assessment of the effectiveness of these shows is presented.