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This article investigates the dual motives of exhibitors and visitors at international trade shows (ITS), emphasizing that both groups can act as buyers and sellers. It critiques the existing literature for primarily focusing on selling objectives and proposes a new framework that distinguishes between participation modes and motives. The study, based on Norwegian seafood exporters, aims to identify differences in firm characteristics, participation motives, and perceived effectiveness related to participat

Author

Lemma Muleta

Language

EN