Joining forces
Deutsche Messe AG, Hanover, and Fiera Milano have formed a strategic alliance. It marks the first alliance in Europe between two leading trade fair organisations. Together, Hanover and Milan hope to expand their business in selected foreign markets: Brazil, Russia, India and China. The Milanese business portfolio favourably complements the capital goods portfolio of the North German partner. "Previously we approached business in foreign markets from our national position, now we are going one step further", a spokesman for Deutsche Messe AG reported.
Tasks - in this case, markets - will be shared out: Deutsche Messe AG will take over operative management in India and China and Fiera Milano will do the same in Brazil and Russia. To this end, two ‘master companies will be founded. One (GmbH) will be slightly dominated by the Germans, the other (S.p.A.), by the Italians. This means that Fiera Milano will have a share in the Chinese subsidiary of Deutsche Messe AG. The next stage will see the bundling of activities in India. Deutsche Messe AG is marketing an exhibition site in Bangalore, India. There, the Italians will participate through a company yet to be founded. The same will happen in Brazil and Russia, only in reverse. Sepp D. Heckmann, CEO of Deutsche Messe AG, and Piergiacomo Ferrari, CEO of Fiera Milano S.p.A., issued the following joint statement: "With the formation of a strategic alliance we are seizing a historic opportunity. Hanover and Milan are an excellent fit. Drawing on the wealth of skills and expertise they have acquired in organising trade fairs abroad, both companies will set a new standard of excellence in trade fairs and communication. The new events we plan to develop will furnish both our exhibitors and visitors with the perfect marketing tools to meet the challenges of globalisation."
m+a report Nr.5 / 2006 vom 14.08.2006
m+a report vom 14. August 2006