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 1.8 lakh exhibitors and around 1 crore visitors.
Visits to German exhibitions are becoming more and more popular amongst market participants from Asia. For many, the opportunity to meet a great number of leading companies and specialised businesses from Germany is the key argument to pack their suitcases. According to data published by AUMA, India currently ranks second when it comes to the number of visitors from the region; 38,000 visitors from the subcontinent visited German trade shows in 2015.
Whether to travel as far as Germany from India to attend a trade fair is a big decision that needs to be thoroughly thought through; you need to consider the financial investment as well as the time spent away from the office and family. You must also know the key facts and figures about the industry and events, to be able to evaluate which show will best suit your purpose and goals. Visitors need to be clear about what they want to achieve and prepare well to make the most of their visit. If doing business with Germans is the top priority, you must begin your preparation by becoming acquainted with the mentality and business culture. All these topics are covered in the book. To make your stay memorable, it also provides some hands-on advice on where (not) to stay, how to get around, and what you can bring back for your friends and family.
The philosophy behind Doing Business in Germany : Visiting Trade Shows for Indian Executives is simple; very often, being aware of the small things can make a big difference. Newcomers who are still contemplating whether they should give trade fair participation a try will benefit greatly from the hands-on advice on how to decide whether (or not) to attend a German trade show, and how to prepare themselves for the fair, arrange for meetings, and speak to German executives. Business owners and executives who are already somewhat experienced but still unclear about the basic things they should consider doing differently to be more successful will also find the book very useful.
You can also download the PDF-version on pothi.com.