FAIR AND EXHIBITION ACTIVITIES IN THE PERIOD OF GLOBALISATION AND INNOVATIVE ECONOMIC DEVELOPMENT

Abstract

The article examines the fair and exhibition activities in the period of globalisation and innovative economic development, since the innovative nature of the exhibition and fair industry largely determines the search for ways of innovative development, introduction of new methods and technologies. The purpose of the study is to examine the communicative component of exhibitions and fairs, its potential for developing the production potential of the country and the national economy in the context of globalisation and innovative economic development. It is shown that globalisation creates favourable preconditions for the transformation of innovations into a leading factor in the development of a modern market economy and the emergence of a new branch of international economic relations. The innovative nature of the exhibition industry largely determines the search for ways of innovative development, introduction of new methods and technologies. The possibilities of exhibitions as the most important market instruments are successfully used to promote domestic innovations to the world market. The article examines the trends in the development of the global exhibition industry, which are determined by a number of factors, including: a decrease in the effectiveness of traditional marketing tools, a growing need for personal communication, and the development of the innovation process, which requires the constant introduction of new goods and services to the market. At the same time, the most important factor is globalisation, which has both a positive effect (the development of new markets leads to an increase in the need for exhibitions) and a negative one (mergers and acquisitions in both the markets of sellers - exhibitors and buyers - visitors of exhibitions reduce the demand for exhibition services). The primary tasks of most enterprises in the period of globalisation are maintaining and improving the company's image, as well as the ability to respond quickly to the needs and desires of customers. The article proposes measures for a comprehensive assessment of the effectiveness of exhibition events, which include an indicator of economic efficiency; the degree of achievement of the goals of the exhibition (fair), the quantitative and qualitative composition of persons who visited the stands and the effectiveness of the group of personnel involved in the events.