Feiras de negócios e seu potencial para desenvolvimento de relacionamento entre expositores

Abstract

The business fairs are spaces in which an array of companies acting in the same sector gets together with the goal to promote their products or services. Besides the exhibitors there are many other actors, such as the organizer, suppliers, sponsors, visitors, among others. The goal of this study was to analyze the contribution of business fairs to establish relationships that support joint actions among the exhibitors. The study was delimitated to metal mechanic companies that exhibit in business fairs. The research was characterized by a qualitative and exploratory approach. The data were collected by means of semi-structures interviews, done with twenty companies in the west of Santa Catarina and north of Rio Grande do Sul. The interviews were analyzed with the use of comparison, categorization and codification. The results led to the construction of a framework that presents aspects of the business fairs associated with the establishment of relationships among the exhibitors. Aspect 1 is related to the Interaction Mechanisms used to exchange information in the business fairs. As a result, it was evaluated that the formal mechanisms are: business rounds, technical lectures, opening with cocktail, events, catering, coffee break and dance. The informal ones are: visits/chats, stands observation, cards exchange, lunch/dinner, meeting outside the fair and in alternative places. Aspect 2 refers to Motivational Factors to perform joint actions among exhibitors. In this item, complement to the business, access to a strong buyer exhibitor, strengthening of the company, technology development, marketing opening, consolidation of the product in the market and financial return were found as motivational factors. The Joint Actions developed among exhibitors from their participation in business fairs, as well as identifying the integration level that exist among the companies performing the action, correspond to Aspect 3. The following joint actions performed by the exhibitors in the metal mechanic sector were identified: indication of other exhibitors, supplier prospection, potential client prospection and experience exchange (networking); dealers prospection and joint exportation (cooperation); joint participation in fairs, product development, joint sale, fusion/acquisition potential, new company (collaboration). To finish, Aspect 4 of the framework is regarding the Elements resulting from these relationships that consist in characteristics or attributes of the relation from the beginning, what is born from the relationship established among the companies. It was identified: trust, information exchange, financial return, collaboration, affinity, compromise, equity (win-win negotiation), business complement, personal relationship development and govern regulation that turned out to be an impediment to the relationships. Thus, this research constitutes a contribution to scholars and business people, since it systematizes in a framework the Aspects of business fairs associated with the establishment of relationship among exhibitors.