Application of holistic management in the exhibition industry of the European Union and Serbia: trade fairs as learning organizations
DOI:
https://doi.org/10.71159/bizinfo260013RKeywords:
holistic management, trade fair management, digital trade fairs, hybrid events, organizational learning, innovation, European Union, SerbiaAbstract
This paper analyzes the application of holistic management and contemporary business models in the exhibition industry of the European Union and Serbia, with particular attention to trade fairs as platforms for knowledge exchange and organizational learning. Holistic management is understood as an integrated approach that connects professional management, digital transformation, sustainability, innovation, knowledge exchange, and continuous learning. The aim of the study is to examine how these elements shape the development and competitive positioning of trade fair events. The study applies a descriptive and comparative approach based on secondary data, including benchmarking of leading European trade fairs such as Hannover Messe and Bauma and comparison with the Belgrade Fair and the Novi Sad Fair. The comparative analysis indicates a transition from traditional toward hybrid and digital models, as well as the growing importance of data management, innovation, and professional management. The findings suggest that Serbian trade fairs could benefit from adapting selected good practices from European Union countries.
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