It is no surprise that, as a world-renowned expert in intelligence and foresight, Prof Jonathan Calof from the Ottawa University in Canada and extraordinary professor in the research focus area TRADE at the North-West University (NWU), is finding another global stage: China.

Prof Calof’s book, Gaining Market Insight from Events, has been translated into Mandarin and was recently officially released in Shanghai. The book’s Chinese launch formed part of the Shanghai Competitive Intelligence Forum 2023 conference, and was introduced by Chen Chao, the director of the Shanghai Institute of Scientific and Technical Information at the Shanghai Library.  

The introduction was followed by a talk about the book by Prof Calof, who has been involved in more than 1 000 speaking engagements worldwide and serves as the UNESCO co-chair on anticipatory systems for innovation and venture creation. In addition to a myriad of accomplishments, he has published over 200 works and sits on the advisory board of several companies.

His latest work details how trade shows, conferences and other events are a great place to gain exposure in a traditional sense, it is also an effective vehicle for developing the insights needed to win in the marketplace. In the book he outlines an event intelligence toolkit, which has had a major impact on organisations’ trade show return on investments.
 
The book provides the reader with the necessary information that organisations need to become properly organised and how to develop a trade show intelligence toolkit.

In a competitive, global arena, tools that facilitate implementable advantages are needed to exploit opportunities. Gaining Market Insight from Events is just that.

Prof Jonathan Calof (centre) at the launch of his Mandarin edition of his book Gaining Market Insight from Events.