Riding ahead of demand in the trade fair industry

August 2013. Digital services, investments into local fairgrounds, or temporary partnerships with competitors are but one answer to operate profitable shows. But, why is it European trade fairs find it so difficult to get a foothold in the U.S. market? Will German trade fairs be trapped in their Shanghai investments, when state-supported fairgrounds are finished at nearby Hongqiao? Is there a role for Biotechnica to enter the UK laboratory market with a local show? Does it suffice to have a presence at Moscow to tap business potentials in Russia?

In the interview Jochen Köckler, Executive Board Member of Deutsche Messe, one of the world’s largest trade fair organisations, exclusively shares with readers of B2Bioworld strategic assumptions about his industry. In addition, he details how Deutsche Messe will get back to sustainable profits after total losses of €47.4m ($63.1m; £40.8m) in 2010 and 2012 which are not going to be offset by operating profits of €31.8m ($42.3m; £27.3m) in 2011 and those in 2013.Reading time: 13 min

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