EU TRADE FAIR MANAGEMENT WITH AN EMPHASIS ON DIGITAL TRADE FAIRS
EU TRADE FAIR MANAGEMENT WITH AN EMPHASIS ON DIGITAL TRADE FAIRS

Summary/Abstract: Fairs and trade fairs in the EU are important institutions, but also a current and dynamic topic to deal with. Managing it is complex, because it is often a large number of visitors, exhibitors, researchers and innovators, in one place at a certain time, but also with different motives, needs, desires. The actors of the fair events are of different education, social characteristics, cultures, religions, customs, mentalities, which imposes special challenges on the management. The challenge increases when innovative leadership is put into context, which in each new time dimension needs to be improved in accordance with changes in the environment, because exhibitors, visitors, innovators, researchers participate in or visit the fair event, in order to see what is new at the current fair compared to the previous or previous fair events. He points out that the fair is not a show or an event, but in modern conditions it is a business system with a specific purpose and goal, in modern conditions a fair is an organization that learns, where new, primarily practical knowledge is acquired, but also where the exchange of knowledge and ideas is carried out, i.e. the transfer of knowledge and innovation. This is a relatively inexpensive way of learning, because in a few days you can get different experiences and knowledge from different exhibitors, without going around manufacturers and exposing yourself to unnecessary costs, especially when it comes to international manufacturers or traders. Fairs in the European Union are among the first “jewels” on a global scale. This conclusion is derived from the indisputable fact that fairs in the EU are leaders in terms of the number of fair events, the number of exhibitors and visitors, organization, and especially when it comes to innovative ventures in technological, organizational and managerial terms. The performance of fair events, in addition to the results expressed in their balance sheets, also includes indirect effects achieved by the city or province due to the revenues generated in connection with accommodation, the use of public city services such as: transport, visits to cultural, entertainment, sports and recreational and other events. If we add to this the parameter the time of return on investment (ROI), objective criteria for the success of fairs in the EU are obtained. Analysis and research of the exhibition industry of the EU countries, especially the way of functioning, status, organization, cooperation with city authorities and the introduction of innovations can be useful to other countries, i.e. other fairs to follow their achievements. These are primarily trade fairs in Germany, which represent the leaders in trade fairs and trade fair events on a wide range of issues. The emergence of hybrid and digital fairs has led to the need for a new type of business in which fair events last throughout the year, fair management, where the so-called project management teams, which are trained to organize certain mass events, are gaining in importance. This means that the universality of management is lost and specializations of fair events are introduced, but also when it comes to specialization in the management of certain types of fairs with special project teams, industrial or specialized fairs are managed by special teams, while the so-called general fairs are managed by universal management teams. Managing digital trade fairs is in fact managing diversity, which is challenging, all the more so because numerous intelligent tools and modern technologies offer personalized satisfaction and service provision in a short time and with the highest level of satisfaction. The aim of this paper is to point out the achievements in the organization and management of fair events in the European Union, in order to apply some experiences and achievements in the management of fairs in Serbia. The findings from this research can also be applied in management in other industrial sectors, which is to the benefit of the overall economic and social development of Serbia.

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