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Trade Shows in the Globalizing Knowledge Economy$
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Harald Bathelt, Francesca Golfetto, and Diego Rinallo

Print publication date: 2014

Print ISBN-13: 9780199643080

Published to Oxford Scholarship Online: August 2014

DOI: 10.1093/acprof:oso/9780199643080.001.0001

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Territorial Specialization and Trade Show Competition: The Case of Italian Marble and Ceramic Technologies

Territorial Specialization and Trade Show Competition: The Case of Italian Marble and Ceramic Technologies

Chapter:
(p.223) 13 Territorial Specialization and Trade Show Competition: The Case of Italian Marble and Ceramic Technologies
Source:
Trade Shows in the Globalizing Knowledge Economy
Author(s):

Harald Bathelt

Francesca Golfetto

Diego Rinallo

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780199643080.003.0013

This chapter looks at trade show competition and how it shapes the dynamic geography of trade show development. Using the cases of marble and ceramic technologies, it demonstrates how increasing global competition led trade show organizers of Italian export shows to adopt various knowledge-based strategies to strengthen the competitiveness of their events. The chapter shows that the heterogeneity of these events is related to their catchment basin's economic specialization, affecting the products showcased and market segments attracted. In a longitudinal analysis, it is shown that the link between territorial specialization and trade show specialization is strongest in the initial phases of the trade show lifecycle when exhibitors are mostly located in nearby areas. In later phases, successful trade shows attract foreign exhibitors, resulting in a more heterogeneous learning environment for exhibitors and visitors alike.

Keywords:   ceramic technologies, export shows, knowledge-based strategies, marble, territorial specialization, trade show competition, trade show organizers

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