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    Doing Business in Germany : Visiting Trade Shows for Indian Executives: Andra’s Quick Tips on Business Culture
    Doing Business in Germany : Visiting Trade Shows for Indian Executives: Andra’s Quick Tips on Business Culture
    Doing Business in Germany : Visiting Trade Shows for Indian Executives: Andra’s Quick Tips on Business Culture
    Ebook76 pages58 minutes

    Doing Business in Germany : Visiting Trade Shows for Indian Executives: Andra’s Quick Tips on Business Culture

    By Andra Riemhofer

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    About this ebook

    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.
    LanguageEnglish
    PublisherANDRA
    Release dateAug 22, 2017
    ISBN9788822814791
    Doing Business in Germany : Visiting Trade Shows for Indian Executives: Andra’s Quick Tips on Business Culture

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      Book preview

      Doing Business in Germany - Andra Riemhofer

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      Preface

      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.

      Munich, August 2017

      Acknowledgements

      Many people have contributed to this book, each one from his or her own unique perspective and expertise.

      Many thanks to Andrea Weinholz, Anita Shukla, Bernd Haberzettl, Bhupinder Singh, Florian Käsbauer, Frank Behrens, Igor Palka, Jiwat Ramdasani, Kamlesh Raikhere, Karsten Fick, Lokesh Parashar, Manoj Barve, Martina Maciejewski, Melitta Arkossy, Michaela Hausmann-Hofer, Petra Mühling, Rajesh Nath, Robert Herzner, Rudresh Pati Tripathi, Sandeep A Hingne, Sandra Plett, Sanjay Malhotra, Senad Kabashi, Sushil Choudhary, Tulsidas Pahuja, Ulrich Lissner, Vikramaditya Mathur, and many more people who decided to keep to the sidelines.

      Thank you, Rachel George, for working your magic on my manuscript.

      1 What Trade Show(s) Should you Visit?

      To decide whether you should travel abroad to attend a (certain) trade show, you must be clear about your objective(s); you need to find out which event(s) could best help you achieve your goals. Very often, newcomers are taken by surprise when it comes to the sheer size of some German events. To help you get an idea of what you can expect, I will introduce a few of the top events; I present a free-of-charge online platform that you can use to gather certified information that will allow you to make a qualified decision.

      Chapter 1 is wrapped up with a list of hands-on tips from seasoned trade show professionals and other industry experts.

      Know the Key Facts and Figures

      For an Indian trade fair executive in my network, German shows have always been an inspiration. They raise the bar too high every time you are visiting them, he says. Be prepared to be in awe of the scale and professionalism with which German fairs are usually conducted, opines Sushil Choudhary from Nice & Natural Group.

      According to the latest information published by AUMA in May 2017, two-thirds of all leading international fairs take place in Germany. Four of the world’s eight biggest exhibition venues are in Germany – Hanover, Frankfurt, Cologne, and Dusseldorf. Altogether, there are 25 venues with more than 2.8 million square meters of hall space (approx. 3 crore square feet). Here are a few examples of some of the top events:

      Be Amazed: Some of the Top Events in Germany

      The world’s most important motor show, the IAA has a long history; the first show took place in 1897 at a hotel in Berlin. Since 1951, the bi-annual event has

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