Messe München











For Messe München, one of the world’s largest trade fair companies, we developed an agile strategy process tailored to the company. One particular difficulty was developing strategic planning that took account of market dynamics and customer centricity, while at the same time conforming to the longer-term rhythms of operational trade fair planning. In order to meet these requirements, we intensively and profoundly researched the best practices of strategy processes in agile companies and in theory, conducted expert interviews and identified blind spots. Subsequently, in several workshops together with the central corporate strategy department and the management, we developed a tailor-made approach to strategy development that combines agility, customer centricity and long-term orientation.