The Rise of Trade Fairs in the Asia-Pacific Region
Edited by Harald Bathelt and Gang Zeng
Chapter 9: Local industry structure and the formation of temporary clusters: the case of the Shanghai International Auto Show (SIAS)
Trade fairs are usually regarded as platforms where firms from a specific industry can showcase their latest products or services, study their rivals’ activities and acquire the latest market trends. During a trade fair, the suppliers/producers from a specific industry come together in a concentrated space to exhibit their products and services to promote trade (Bertrand 1987; Moeran 2011). At the same time, exhibitors participate in these fairs to maintain and intensify existing customer networks and make new connections (Ramirez-Pasillas 2007). For most exhibitors, trade fairs also provide important opportunities to establish and extend brand influence. In conversations with visitors, they can obtain market information for improving and developing their products and exchange information about technological advances in their fields (see Zeng and Bathelt, this volume). In addition, exhibitors have the opportunity to learn about the latest trends of competitors and potential partners, so as to generate new collaborations (Aldebert et al. 2011). As a result, trade fairs are not only platforms for trading, but critical means to expand markets and networks (Herbig et al. 1996) and to keep abreast of technological changes. Given the fact that a trade fair usually lasts only a few days, it can be regarded as a temporary multi-functional platform made up of various types of participants, such as manufacturers, intermediaries, industry analysts, business customers, government agencies, buyers/purchasing groups and media representatives (Browning and Adams 1998).
You are not authenticated to view the full text of this chapter or article.
Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.
Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.
Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.