ABSTRACT
National and international trade fairs and congresses play a significant role in the transfer of knowledge and experience, for both vendors and orthopaedic surgeons. Presence at trade fairs and congresses is a must as every competitor is there, as well as numerous orthopaedic surgeons. Trade fair performance is measured in terms of contribution to turnover and profit. This is increasingly a requirement made by exhibitors of trade fair organisations – and by management when approving their company’s participation in trade fairs. Trade fair staff organise hostesses to select and lead visitors to salesmen and/or consultants on the stand. This increases the quality and quantity of conversations with prospects. A horizontal trade fair is one in which exhibitors from a special category in the industry present their products to target groups in various other industries. These target groups would include manufacturers and other businesses in the primary, secondary, tertiary and quaternary sectors.
