The Iceberg Publishes Third JMIC Case Study

The third of a series of high-level academic case studies investigating meetings legacies has been published on The Iceberg and Business Events World.

The report has been prepared as part of the Joint Meetings Industry Council’s Case Study Program – see the video below – and adheres to strict academic criteria. It is research-based, includes valid measurable data, and has been approved by JMIC’s international academic review panel.

The new study by Manisa Mohamed Nor, Market Research Manager of the Malaysia Convention & Exhibition Bureau (MyCEB), is called The Sustainability of the Business Events Industry In Malaysia: Leveraging Inter-Organisational Collaboration for the 55th ICCA Congress. It examines the legacies and outcomes created by ICCA’s November 2016 event at the Borneo Convention Centre Kuching.

Through nineteen in-depth interviews with executives from twelve Malaysian organisations, the report details the advocacy, marketing, education and conservation initiatives resulting from the congress. The case study shows that while events alone have a short lifespan, their legacies can be leveraged far into the future for the benefit of communities, industries and economies.

The Sustainability of the Business Events Industry In Malaysia

JMIC’s The Value of Meetings Case Study Project. Video: James Latham.


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