Krakdent International Dental Fairs as a Business Ecosystem. Case Study

<ns3:p>A modern business ecosystem is a dynamic and flexible system that constitutes a network of various organisations involved in delivering a product or service. It is characterised by cooperation and competition, together with the use of multiple procedures, tools and technologies, with a focus on development and innovation. An example of such an ecosystem is trade fairs, which bring together stakeholders in a given industry. The basic activities of exhibitors are competitive in nature. At the same time, the specificity of today’s business reality and concern for the development of the entire industry mean that cooperation and competition are integrated in these events. The aim of this paper is to identify the distinctive features of the Krakdent International Dental Fair that allow it to be considered a practical example of a modern business ecosystem. The following methods were used to fully achieve the set objective: (1) critical analysis of literature and source data, (2) case study analysis – the KRAKDENT brand, (3) participant observation and interviews with event participants, (4) deductive reasoning methods – a systematic thought process was adopted, based on the assumption that modern, developed trade fairs can be considered examples of business ecosystems. There is a lack of comprehensive scientific studies on this subject. This paper complements the existing scientific literature.The Krakdent dental fairs are an example of a dynamically developing trade fair business ecosystem. For over 30 years, this event has served as a meeting for exhibitors and customers, offering opportunities to build relationships and foster cooperation. The fair is accompanied by the Dental Spaghetti scientific congress, which is a platform for exchanging knowledge about the latest technologies emerging in the dental industry. Exhibitors are aware that the fairs is a fruitful opportunity to build relationships and cooperate with educated fair visitors.</ns3:p>