Using the Interaction Approach to Understand International Trade Shows

International trade shows have increased in importance for the promotion of goods and services overseas. Relatively little is known about participation by firms in these shows. The International Marketing and Purchasing Group′s interaction model is an appropriate analytical tool for investigating trade shows in international marketing strategy. Explains why the interaction model is useful in this context and provides directions for research about international trade shows. Also suggests managerial implications for developing international trade show strategy.