MARKETS ON TRADE SHOW PLATFORM: ASPECTS OF BUSINESS COMMUNICATIONS AND TRANSACTIONS MANAGEMENT

Fall in demand for services of exhibition company operating based on product business model in trade shows segment means outflow of trade shows participants, which is accompanied by reducing in the intensity of transactions between them, decrease in exhibition services value, and deterioration of the company's competitive position. Such phenomena are observed in the Russian exhibition market now. The desire to minimize these negative challenges determines the response in form of searching for opportunities to ensure more effective management of business interactions intensity of exhibition events participants. The purpose of the study is to modify the approach to managing interactions and transactions between exhibitors and visitors of trade shows, bringing the situation in line with current trends of the economy. The methodology of the research is based on two-sided markets and network effects theories, event management and exhibition marketing, logistics approach, and experiences of exhibition activities. All this scientific and practical knowledge helped to justify the expediency of equipping exhibition companies with a "two-sided market" business model. The results of the investigation proved that a two-sided positive cross-network effect occurs at trade shows and that the exhibition platform is nothing but a two-sided market. By analyzing the economic processes occurring in the exhibition ecosystem, it is shown that in a discrete sequence of trade show sessions, the intensification of business interactions and transactions can be achieved by increasing the number of exhibitors and visitors through the model of a two-sided market and positive network effects triggered by subsidizing access to expositions for target visitors. These findings contribute to the development of the applied field of exhibition two-sided markets theory, which assists in scientific support of exhibition market activities. The toolkit, which is recommended, allows managers of exhibition organizing companies to stimulate filling of network market sides and to maximize benefits for trade shows participants. This is the first study aimed at investigating the feasibility of applying the model of two-sided markets in the exhibition business.