EXPLORING THE ROLE OF TRADE SHOWS IN THE PROMOTION OF SMALL AND MEDIUM SCALE PHARMACEUTICAL ORGANIZATIONS

Abstract

The effect of international trade shows on the growth and expansion of micro, small and medium enterprises (MSMEs) in the international markets are largely unexplored in the academic literature. The purpose of this research is to explore the role of trade shows in the internationalization of MSMEs the emerging economy of India. The findings of the study suggest that trade shows are unique experiential and interactive marketing stage and provide MSMEs an opportunity to build and develop the network relationships that can help them expand their business in the global market. This study offers a basic model to examine the importance of trade shows in the internationalization process of MSMEs in pharma industry.