Trade fair as an improvement tool for the internationalisation: the case of Innova Advanced Consulting

Abstract

3 Innova Advanced Consulting is a Microsoft Dynamics Partners that offers its products, services, and support to other Microso ft Dynamics partners. Since globalisation has reached the working world, it is frequently t hat the companies decide to expand their business outside the domestic mar ket. For this reason, Innova has chosen to internationalise in the United States (U.S). Innova's first attempt of internationalising did not succeed, therefore this thesis highlights the internationalisation process and different approaches. The purpose of this thesis is to provide a solution to the internationalisation plan taking into consideration how trade fairs may affect the factors in theory and practice, and how scarce resourc es should be allocated to gain an efficient trade fair outcome. As a result, the Inspire conference held annually by Microsoft was the trade fair selected presenting several advantages for Innova. It is worth mentioning that further studies are required to verify the results presented.