Within this context, trade fairs and business conferences are an ideal mechanism for communication and trade promotion simultaneously combines elements such as promotion, advertising, market research and public relations as their personal and interactive communication that is two-way. These events facilitate access and retention of a product in a market, helps create and maintain the image of a country and strengthen the presence of companies and their products within a global context.
With the challenges of globalization and trade agreements that the government of Guatemala has signed with various countries, open new markets and business opportunities for Guatemala, which can be accessed using this mechanism to bring supply and demand.
Experience has found that participation in fairs and business conferences contributes to the strengthening and capacity building of women entrepreneurs and that translate into tangible benefits. They included increasing sales, expanding new market segments and opportunities to work with new customers.
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