News

21.01.2008

Exhibition Future 2020

Marketing Analysis predicts split-up of world leading fairs into continental events

The future scenario of the global exhibition scene is the topic of a survey done by the chair in marketing management at the HHL - Leipzig Graduate School of Management.

The team under the lead of Prof. Manfred Kirchgeorg examined the influencing factors for the international exhibition industry, such as

  • worldwide shifts of supply and demand chains
  • the development of the communication behaviour
  • the profiling and the competition strategies of exhibition organisers
  • the influence of trade associations active in the exhibition field.

    • One of the major results of the analysis shows that although the leading fairs’ principal is going to remain valid, large and important exhibition events show a tendency to split-up into major continental shows as a result of globalisation.

    This could implicate that Germany actually having a market share of around 60 per cent of the world leading fairs is going to loose a part of this percentage during the next ten years. This is one of the reasons why German organisers are more and more looking for international cooperation, such as Deutsche Messe AG with Fiera Milano.