PROSPECTS FOR THE MANAGEMENT OF INTERNATIONAL EXHIBITION ACTIVITIES BY UKRAINIAN DAIRY PRODUCT EXPORTERS

Abstract

The relevance of this topic stems from the need for Ukrainian dairy producers to adapt to changes in the global exhibition market caused by digitalization, the consequences of the pandemic, and military challenges, as well as the need to diversify exports amid limited resources. The purpose of this article is to identify promising directions for the development of international exhibition activities for Ukrainian dairy exporters and to offer practical recommendations for improving their effectiveness under current conditions. The research methodology is based on a combination of analysis of global trends in the exhibition industry, an examination of the technological and logistical characteristics of the dairy industry (cold chain requirements, limited shelf life, the critical role of tastings, the need for special certification), as well as a systematization of the barriers hindering the effective participation of domestic enterprises in exhibitions. The study’s findings indicate that the key obstacles are the high cost of participation, the logistical complexity of transporting samples while maintaining the required temperature, war risks, insufficient recognition of the Ukrainian brand in the global market, and the lack of a systematic long-term strategy. At the same time, the global exhibition industry offers new opportunities, including hybrid formats that allow for combining physical presence with virtual communication, collective national pavilions as a means of reducing costs and creating branding synergies, the use of artificial intelligence for personalized buyer matching, as well as virtual tastings with pre-delivered samples. The most promising geographic markets and niche segments have been identified. The practical value of the article lies in outlining specific steps for exporting companies: from pre-exhibition analytics and staff training to post-exhibition lead follow-up and security risk assessment. The proposed approach allows for transforming participation in exhibitions from a one-time expense into a systematic international marketing tool, which is particularly important given limited resources and the need for a rapid recovery of the Ukrainian dairy industry’s export potential.