Frameworks and thinking for manufacturers building a sustainable international growth strategy — beyond one-off trade fair results.
Trade fairs feel productive — you meet real buyers, shake hands, exchange cards. But when you calculate the full cost of a booth against the qualified leads it actually generates, the number is often difficult to justify.
Alibaba and similar marketplaces offer fast visibility — but at the cost of commissions, commoditization, and a channel you will never own. There is a better path for manufacturers serious about international growth.