The What, Why and How of Attending Trade Shows in Germany: Hands-on Advice for both Visitors and Exhibitors

ANDRA
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German trade shows are the place to be if you want to learn about the latest technologies, update yourself on international market trends, and meet potential business partners from all over the world. According to the Association of the German Trade Fair Industry (AUMA), around two-thirds of the world’s leading trade fairs take place in Germany. Every year, around 150 international trade fairs and exhibitions are hosted in the very heart of Europe, attended by 180,000 exhibitors and around 10 million visitors. Many return year after year, while for others it is the first time.
The What, Why, and How of Attending Trade Shows in Germany answers numerous questions that newcomers to German trade shows would typically have: “What do I need to consider when looking at German events? What show(s) can help me achieve my identified business goals in my specific industry? How can I make the most of my trade show participation and increase my return on investment? What approach should I – as a visitor – take when it comes to discussing business with Germans? How can I – as an exhibitor – attract the local target audience?” In short, “What do I need to know to be successful?”
Readers will benefit greatly from this concise and practical how-to manual, in which several top industry experts have shared their advice. Focussing on international business relationships, this e-book provides many examples of how and why culture matters. The text is wrapped up with some general advice for business travellers to Germany.
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Additional Information

Publisher
ANDRA
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Published on
Jan 7, 2018
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Pages
141
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ISBN
9788827545850
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Language
English
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Genres
Business & Economics / International / Marketing
Business & Economics / Sales & Selling / General
Business & Economics / Workplace Culture
Travel / Europe / Germany
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Content Protection
This content is DRM free.
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Available on Android devices
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Visits to German exhibitions are very popular amongst market participants from Asia. India currently ranks second when it comes to the number of visitors from the region; in 2015, about 38,000 executives from the subcontinent attended German trade fairs.
Whether to visit one of the around 150 international events hosted every year is a big decision that needs to be thoroughly thought through. Business travellers need to carefully consider the financial investment, and take into account the time spent away from the office and family. Only those who know the peculiarities and differences of the various industry events they’re considering attending will be able make a qualified decision when investing their time and money.
As a visitor, you need to be clear about what you want to achieve and how to prepare your journey accordingly. If doing business with Germans is the top priority of your expedition, you must acquaint yourself with the mentality and business culture. You will also need to decide where to stay, how to get around, and what you can bring back from the trip for your friends and family.
Visiting Trade Shows for Indian Executives is the second volume in a series of books on Doing Business in Germany, targeting business owners and managers who want to increase their presence in this market. Readers will benefit greatly from this concise and practical how-to manual, in which several top industry experts from both Germany and India have shared their advice on the above questions. Focussing on Indo-German business relationships, this e-book provides many examples of how and why culture matters.
The author is a renowned German business consultant in the field of intercultural communications and cooperation; most of her clients are from India.
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