Temporary Knowledge Ecologies
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Temporary Knowledge Ecologies

The Rise of Trade Fairs in the Asia-Pacific Region

Edited by Harald Bathelt and Gang Zeng

Temporary Knowledge Ecologies investigates and theorizes the nature, rise and evolution of trade fair knowledge ecologies in the Asia-Pacific region. It provides a comprehensive overview of trade fairs in this key world region applying a comparative perspective that involves highly diverse developed and developing countries. The book identifies (i) knowledge generation and transfer processes through trade fairs, (ii) interrelationships between industrial specialization and trade fair specialization, and (iii) linkages between economic development, industrial policy and trade fair development.
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Chapter 4: Internationalization and knowledge-based strategies of European trade show organizers in Asia: the case of Messe Frankfurt

Diego Rinallo and Francesca Golfetto


Various observers have highlighted the state of maturity (and, possibly, decline) faced by the European trade show industry and the heightened growth of trade shows in China and elsewhere in Asia (Bathelt et al. 2014; Golfetto and Rinallo, this volume; Jin and Weber, this volume, Bathelt et al., this volume). These two phenomena are interdependent for a variety of reasons. First, with the decline of manufacturing in Europe and the accelerated growth in Asia, the number of potential exhibitors in the catchment basins of European trade shows decreases, whereas the market potential of Asian events increases. Second, to exploit the commercial opportunities in high-growth Asian markets, European producers need to exhibit at Asian trade shows. This causes a reduction in the promotional budgets allocated to trade show participation in Europe, where commercial presence is more established and other promotional instruments can be employed to maintain relationships with buyers (e.g. individual events and existing sales force). In contrast, the budget for Asian events increases. Third, Asian buyers have more limited incentives to travel to European trade shows as a result, since they can see much of the European offering at local events.

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