TECHNICAL & COMMERCIAL: Technological innovation meets a new period of growth

The construction materials market began to record an accelerated pace of development, a phenomenon that is characterized by an emulation of companies, especially in terms of launching new solutions and systems. Although the recession is not over yet, and the demand is still affected by the lack of funds needed to support the construction activity, the major companies in the industry allocate enough funds in order to provide the R&D departments the means to improve their portfolios and to ensure an optimal level of competitiveness in terms of products. The only difference from the period of 'economic boom' is that the number of companies which choose such strategies has decreased, due to the fact that it involves a considerable financial effort which can be assumed only by the multinational entities or powerful local groups that own the necessary resources. According to the forecasts provided by some economic research agencies, it is possible that 2014 will represent the first year of strong growth in the construction industry, and Europe will align to the trend already present in North America and emerging economies. Although the companies' experts are reluctant to display their optimism, because the reality contradicted their positive forecasts in recent years, the strong orientation to the energy efficient solutions will gradually reinstall as well in the European Community. The argument of fiscal austerity will not be used anymore by governments as energy reduction technologies are aimed directly to support these policies, so that it will be impossible to postpone public investments. This is probably why the large corporations, which are consolidating their market positions, seek also to improve their quotas in order to allow a quick resumption of growth after the recession ends. Exhibitions remain an ideal place that can provide direct meeting between supply and demand, while ensuring a good support for presenting the advantages arising from new products and technologies. The crisis generated massive changes in the trade show business, resulting in a focus of the large companies on the biggest exhibitions.