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The purposes of this research were to study: 1) strategies for participating in trade shows and exhibitions of SMEs in Thailand; 2) factors influencing their participation in trade shows and exhibitions of SMEs in Thailand; and 3) the effect of implementing strategies for participating in trade shows and exhibitions of SMEs in Thailand. This study was qualitative research with data collected by in-depth interviews, group discussions (focus-group), non-participant observations, and documentary studies to obtain in-depth, detailed information on the subject matter covered. The results of the research were summarized as follows:1) It was found that for each trade show and exhibition participation, entrepreneurs have adopted strategies for attending the fair. The strategy used will be divided into three phases: before the start of the event, during the event and after the event; 2) It was found that the factors influencing the decision to participate in trade shows and exhibitions of entrepreneurs consisted of 2 main factors, namely internal environment factors and external environment factors; and 3) There are two outcomes of the strategy implementation after trade shows and exhibitions: sales outcomes and non-sales results.
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