This thesis is an effort to analyze the importance of business network partners for successful participation in trade shows for small firms to grow more in international markets. This study would be helpful to demonstrate the value of trade shows. Trade shows provide the opportunities to introduce new products, expand network connection, and enhancing firm’s corporate image. To participate in any trade show may be a very lucrative process, but there are many challenges and tasks which are to be met to get the maximum share of international market. To analyse the effectiveness of business network for successful participation in trade shows, I have included one case study of trade shows, named Beauty World 2009, held at Frankfurt Germany. In this show, among the firms from all over the world, 16 small companies manufacturing beauty instruments, companies from my home city, namely Sialkot, Pakistan, also participated. Their experiences, participation, views and observation will also be used to analyze the importance of trade show for creating new business networks through this show. This research indicates the effectiveness of network member providing support to small and growing firms for successful participation in trade shows. With the help of these network members, trade shows can be used as exclusive platforms to introduce new firms, as well as products, to potential consumers. In general, we can indicate that existing network partners, if mobilized accordingly, have the ability to reduce the overall cost incurred at trade shows.

<p>Background: Family Businesses’ way of doing marketing has similarities with B2B marketing. Usuallyfamily firms focus on what they have traditionally done well and diversify in related areas using their knowledge of how to perform in certain markets with certain customers and by offering certain productsand services. In order to do this, it is important for family firms, as for firms operating in B2Bmarkets, to create and keep good relationships with their stakeholders, so that at the end their customersare satisfied in the best possible manner. The process towards establishing long-term relationships between stakeholders and businesses requires certain characteristics and acts aimed at developingcommitment and trust. Since many of the most successful firms that have survived the longest arefamily businesses as well as B2B marketing is mainly about building and maintaining business relationships,we have decided to focus our study on the similarities between family firms’ marketing and B2Bmarketing within a specific context. B2B firms and Family firms make use of trade shows as an importantmarketing tool for improving relationships in networks. Trade shows are considered as the primary marketing tool to gain and sustain relationships with key stakeholders. Therefore, we chose the tradeshow context to execute our empirical survey.</p><p>Purpose: The overall purpose of this thesis consists in testing and comparing practices and principleswithin two apparently separate fields of study - B2B marketing and Family Business Development -with the aim of finding and developing associations that can complement and contribute to both fields of study on a marketing level.</p><p>Method: A quantitative method study has been conducted testing 50 companies participating at theBilsport Performance & Custom Motor show 2009 at Elmia – Jonkoping, Sweden. The primary data was gathered through a survey and a semi-structured interview, which constitutes our case study. The sample was chosen out of a population of 223 firms exhibing at the trade show, using a disproportionate stratified random method. Most secondary data involves research articles, books, reports, bachelorand master theses, and journals in order to determine marketing practices similarities between business-to-business firms and family business.</p><p>Conclusions: Our empirical findings confirmed most of the hypotheses derived from theory. Hence,we found that most exhibiting firms at the trade show are family-controlled and operate in B2C markets;B2B firms in our sample have a tendency to use more relationship marketing than transactional marketing; family firms in our sample are more likely to use long-term oriented than short-termoriented marketing; and the overlap between B2B marketing and Family firms’ marketing in the tradeshow context is characterized by the common marketing principles and practices of family and B2Bfirms that aim at gaining and sustaining long-term business relationships.</p>

參加國際展覽是國際行銷重要的方式之一，台灣是以產品外銷為導向，廠商參加國際展覽，邀請現有的國外客戶，也期望主辦單位能協助宣傳和推廣，能開發新的國外買主客戶，努力尋找商機是台灣廠商參加展覽的最大需求。隨著國際化的潮流，國內廠商參加國際展覽有愈來愈多的趨勢，身為展覽的主辦單位，為提昇展覽品質及擴大效益，制定展覽的行銷策略更顯重要。 伴著新科技時代來臨，辦理展覽的傳統方式，可能因時空地的因素，未能完全吸引到國外買主，也有無法掌握的競爭環境，展覽主辦單位必須增加展覽的附加價值，規劃虛擬網路展覽是一個轉型的機會，搭配與實體展覽同時進行，確實來宣傳和提升展覽的效益。 本論文之研究，係以顧客關係管理的觀念來辦理國際專業展覽，為參展的廠商爭取商機，也為參觀的國外買主尋找合適的台灣供應商，在實體展與虛擬網路展中結合，找到新的模式，而提出一套有效地制定國際展覽行銷策略方法的論證，供展覽主辦單位在展覽的辦理過程中加值，也為台灣的參展廠商參考運用。 關鍵字詞：顧客關係管理、國際展覽、行銷策略、網路展覽、實虛整合 / Participating in the international trade shows is one of the important methods of the international marketing. Export is the main trade in Taiwan. In the trade shows, the exhibitors not only invite their foreign customers but also want to look for the trade opportunities of the new foreign buyers whom are invited by the show organizers. With the trend of the globalization, the domestic suppliers participating in the trade shows are getting more and more. It seems that making the new marketing strategies is a promotion turning point. Accompanying the new scientific and technological era, the traditional trade shows could not attract to the foreign buyers. They won’t show up for some unknown reasons, also the unpredictable competition and environment. The show organizers have to find out the additional value of the trade shows. It seems that planning virtual trade shows is the new way to develop. Combine the real and virtual trade shows. The benefit of the trade shows will be improved through the planned advertisement. The purpose of this research is to find out the feasible marketing solution of organizing the international trade shows through the concept of CRM (Customer Relationship Management). Try to get the trade opportunity of the exhibitors. Recommend the proper suppliers to the foreign buyers. It’s the new model to combine of the real trade shows and the virtual trade shows. To get proved and make the efficiency of the international trade shows. Key words: CRM, trade shows, virtual trade shows, marketing strategy

International evidence demonstrates that Small, Medium and Micro-Enterprises (SMMEs) play a critical role in the growth and stimulation of developed and developing country economies. Within the South African context, the National Framework for Local Economic Development (LED) aims to support the development of sustainable local economies through integrated government action. This Framework will ensure that SMMEs have an element of support from a local government perspective. With greater responsibility being allocated to local government, interrogating what local authorities could do to support SMMEs is important. The dissertation reflects on the eThekwini Municipality’s approach to this issue by focusing on the support of small enterprises through business linkages, and assesses the role played by Small Business Fairs in this regard. The primary empirical component of the research examines the effectiveness of the municipality’s flagship SMME support initiative – the annual SMME Fair. Over 160 small businesses were surveyed. The survey found in general that the stallholders felt the Fair was beneficial. Apart from the usual problems related to the organization of the Fair, the exhibitors also identified a number of weaknesses that hinted at the municipality’s strategic approach. Much of the frustrations of the respondents were linked to not receiving direct benefits from the SMME Fair in relation to business contacts and increased sales and it is argued that the municipality should explore further the benefits of business linkages. The role of local government in stimulating SMME Fairs to establish suitable business linkages with the big businesses may assist in addressing this major weakness that was identified. The SMME Fair has the potential to provide an ideal platform SMMEs from which to create business linkages. / Thesis (M.Dev.Studies)-University of KwaZulu-Natal, Durban, 2010.

Orientadores: Ana Lucia N. de Camargo Harris, Regina Coelo Ruschel / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Engenharia Civil, Arquitetura e Urbanismo / Made available in DSpace on 2018-08-09T16:25:51Z (GMT). No. of bitstreams: 1 Monasterio_CleliaMariaCoutinhoTeixeira_M.pdf: 9835011 bytes, checksum: 447ec688bc4fb2726f30d9d859653b81 (MD5) Previous issue date: 2006 / Resumo: Em conseqüência da acirrada concorrência empresarial no mercado globalizado, o desenvolvimento da arquitetura promocional cresce continuamente para atender às necessidades do marketing de grandes e pequenas empresas. Atender prontamente às necessidades desses clientes tornou-se um desafio para os profissionais de Arquitetura, Engenharia e Construção (AEC) contratados para projetar e executar estandes em dezenas de feiras de negócio, seguindo cronogramas extremamente enxutos. São comuns os casos em que o cliente, os projetistas e os executores encontram-se dispersos geograficamente. Nesse caso, a utilização da Tecnologia de Informação e Comunicação (TIC) pode auxiliá-los nas áreas de desenvolvimento do projeto, proporcionando o compartilhamento de documentos e o trabalho simultâneo. A utilização da Word Wide Web (WWW), por meio da Internet, tem sido fundamental nesse processo, possibilitando a existência de ambientes virtuais de colaboração (extranets) que auxiliam na melhoria da qualidade dos projetos, bem como na velocidade de sua execução e no cumprimento das necessidades do cliente. O objetivo principal desta pesquisa é caracterizar o projeto de estandes segundo considerações determinadas pelo marketing promocional de feiras e identificar a tecnologia utilizada como suporte neste processo quando seus agentes trabalham de forma distribuída. Para conhecer melhor esse processo, realizou-se um estudo de campo cuja pesquisa exploratória foi realizada a partir do desenvolvimento de projetos relacionados à arquitetura promocional desenvolvidos para o setor de marketing da EMBRAER, localizada em São José dos Campos ¿ SP. Nessa pesquisa analisou-se como são desenvolvidos os projetos de estandes cujos agentes encontram-se distribuídos, abrangendo dois aspectos ligados à qualidade do projeto: os conceituais e os de gerenciamento. O primeiro aspecto está relacionado à qualidade e à solução do projeto no que se refere às suas necessidades explícitas e implícitas, em que se analisam fatores importantes, conforme a fundamentação teórica apresentada: o plano de necessidades (briefing), a flexibilidade do projeto, a capacidade de reutilização, a facilidade na montagem e desmontagem e sua agilidade logística. O segundo aspecto está relacionado à comunicação e ao gerenciamento da documentação produzida durante o processo de projeto e à tecnologia utilizada para tanto. Para obtenção dos dados necessários à análise, foram aplicados questionários e formulários às empresas de AEC prestadoras de serviço de projeto e construção do setor. Como resultado, pôde-se perceber que, o trabalho desenvolvido pelas empresas pesquisadas, em sua maioria, segue o processo da engenharia tradicional e que as mesmas não direcionarem seus trabalhos de acordo com as normas para projeto e desenvolvimento. Contudo, estas empresas buscam contemplar as necessidades detectadas na pesquisa bibliográfica e o uso da TIC tem sido extremamente importante para o desenvolvimento e a validação de seus projetos. Portanto, a utilização de extranets de projeto pode contribuir favoravelmente para um maior controle da qualidade dos projetos e de seu desenvolvimento / Abstract: Due to the fierce competition between companies in a globalized market, promotional architecture has been developing steadily to meet the marketing needs of big and small companies. Meeting these clients' needs quickly and effectively has become a challenge for professionals in the Architecture, Engineering and Construction industries (AEC), hired to design and build stands in tenths of trade shows a year, following extremely tight schedules. Cases where the client, the designers and the builders are geographically apart are very common. In such cases, the use of New Information and Communication Technologies (NICT) help them in project development, allowing them to share documents and work simultaneously. Utilizing the World Wide Web (WWW) through the Internet has been crucial in this process, allowing for virtual collaboration sites (extranets) to help improve the quality of the projects, as well as the speed of its execution. The main objective of this research is to characterize trade show stands according to considerations determined by trade show promotional marketing and identify the technology utilized for support in the stands building process when its stakeholders work apart. In order to better understand this process, a field study was carried out, in which the exploratory research was conducted on the development of projects related to promotional architecture for EMBRAER (Empresa Brasileira de Aeronáutica) marketing department, located in São José dos Campos, SP. In that study it was analyzed how the projects of stands are developed when its stakeholders are working apart, focusing on two aspects concerning project quality: conceptual and management aspects. The former relate to project quality concerning to implicit and explicit needs, in which we analyzed important factors, following the theoretical framework presented as follows: briefing, project flexibility, reutilization capabilities, ease of assembling/disassembling and logistical agility. The latter aspects concern communication and management of the paperwork generated during the execution of the project and the technology involved in it. In order to collect the data needed for analysis, questionnaires and forms were distributed to the sector¿s designing and building outsourcing AEC companies. Results indicate that, even though these companies don¿t carry out their work according to the standards for project and development, they seek to meet the needs detected in this bibliographic research. The majority of the work developed by the companies researched follows traditional engineering processes; however, results also show that the use of NICT has been playing a very important role in project development and validation. Therefore, the use of project extranets can give an important contribution to project quality control and development / Mestrado / Arquitetura e Construção / Mestre em Engenharia Civil

The study aimed to determine the marketing communication methods used by Namibian clothing and textile SMEs operating from Katutura and Khomasdal Incubation Centres. A quantitative methodological approach was followed in this study. The sample comprised 45 SMEs with business operations at Katutura and Khomasdal Incubation Centres. A simple random sampling method was selected as the researcher made use of an SME name list provided by the City of Windhoek. A structured questionnaire was used to collect research data. Cross tabulations, correlations and descriptive analyses were used to analyse the research results. The research indicated that the top five most regularly used marketing communication methods are direct sales, „word-of-mouth‟, point-of-sale materials, networking, and newspaper advertisement. The least regularly used marketing communication methods are YouTube, television, direct mail, press releases and coupons/vouchers. Networking was the second most important and effective marketing communication method. Trade shows was the third most-preferred marketing communication method and the reasons advanced were „it gives me the opportunity to talk to and interact with my customers‟. It is recommended that the City of Windhoek should create incentives for current SMEs operating from Katutura and Khomasdal Incubation Centre to leave the incubation centre for new upcoming SMEs. Further research is necessary to establish the reasons why SMEs do not grow as expected and graduate from the incubation centres. Further research is also necessary to determine challenges faced by Namibian SMEs when considering which marketing communication methods to use. The conducted research recommends that different media houses be approached to design and determine special marketing packages for SMEs. Special SME development or advert sections can be negotiated with newspaper outlets. The major limitation of this study was that it was confined to clothing and textile manufacturing businesses. / Business Management / M. Com. (Business Management)

Bedingt durch Digitalisierung und Globalisierung, Inter- als auch Intra-Wettbewerb sind verstärkt Managemententscheidungen im Messewesen hin zur Internationalisierung zu beobachten. Wirtschaftlich sehr bedeutend, ist China auch für die Internationalisierungsstrategien von Messeveranstaltern essentiell. Dabei erfolgt beim Transfer der Heimatmesse vom Standort Deutschland nach Asien entweder eine Anpassung oder eine Differenzierung der Messemarke. Die Forschungsarbeit fußt auf dem Verständnis der holistischen Markengestaltung des Leistungsbündels „Messeveranstaltung“ mittels Marken-Design. Ausgehend von der Markenarchitektur der messespezifischen Dachmarkenstrategie und deren kommunikationspolitischen Markenführungselementen werden Implikationen auf die physisch-kommunikative Gestaltung internationalisierter Transfermarken getroffen. Die Untersuchung konzentriert sich auf die wahrnehmungsbezogene Evaluation visueller Stimuli bzw. Schemata und deren identitätsorientierten Wirkung in der Outside-In Perspektive des asiatischen Marktes. Kulturspezifische Merkmale des Auslandsmarktes sind dabei erstmalig in der Gestaltung von Messemarken berücksichtigt. Per dato nicht betrachtet, weist die Arbeit mittels Marken-Fit-Analyse Imagetransfereffekte empirisch nach. Somit ist eine Ableitung von Handlungsempfehlungen für das Markenmanagement von Messeveranstaltern möglich und der Transfer von Theorie zur Praxis wird hergestellt.

University of Macau / Faculty of Social Sciences and Humanities / Department of Government and Public Administration