Innovative business model of exhibition company: modeling methodology testing

Subject. An innovative transformation of the business model of a company that organizes trade shows is investigated. Purpose. To develop a project concept for an innovative transformation of the business model that strengthens the competitiveness of the exhibition company. Methodology. The methodology for developing the transformation project and methods for supporting the design of analyses are based on the recommendations of researches from St. Gallen University (Switzerland), as well as on the author’s managerial experience in exhibition business. The methodical recommendations and descriptions of 55 successful business model templates are presented in an orderly manner by O. Gassmann, K. Frankenberger, and M. Csik in the book “The Business Model Navigator”. Findings. Three-stage cycle of business model development provided by O. Gassmann’s methodology is made taking into account the economic and technological features of the exhibition business. It led to the concept of an innovative business model with two root innovations: a two-format exhibition consisting of a permanent virtual part and periodic face-to-face sessions, and a value proposition supplemented by business contacts between exhibitors and target visitors. This business model provides a stronger competitive position for organizers of both traditional and virtual exhibitions than the mono-format one. It has the ability to be adapted to external conditions by adjusting economic and technological parameters. It also has the potential to further expand of consumer segment through regional exhibition business and further transform of value proposition by replacing business contacts with transactions between exhibitors and target visitors. Conclusions. Obtained results are of scientific, methodological and practical significance. According to them one can judge what is provided by O. Gassmann’s methodology and how to use the tools of the methodology when designing an innovative transformation of the business model of an exhibition company. The developed concept of innovative transformation, which contributes to the intensification of business contacts between exhibitors and target visitors and strengthens the company’s competitive position, adds to the theory of two-sided exhibition markets.