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ABSTRACT
This article raises the concern that piracy and industrial espionage at trade shows and international fairs can adversely affect a firm's competitive advantage. Trade shows are one of the premier opportunities for market intelligence gathering. Corporate intellectual property owners paint a dark picture of lost sales, lowered profits, and damaged brand reputations. Initial discussion examines the unique impact of trade events as a promotional medium while exposing companies to the theft of proprietary and intellectual property. Staff training for those manning the organization's booth or stand is crucial along with a vigilant eye for those auditing the trade event to obtain competitive information. This article is intended to open the discussion and alert corporate managers of the need to be vigilant and to improve the training of personnel representing the firm at exhibitions.
Frederick A. Palumbo is Area Head for Management and Marketing in the Sy Syms School of Business at Yeshiva University in New York City. Dr. Palumbo's corporate background includes over 25 years with multinational firms in the financial services and consumer package goods sectors. In addition, he has been a senior executive with a leading organizer and producer of international fairs and technical conferences.