Nothing is as constant as change. This statement is becoming increasingly relevant for Messe Werk GmbH in times of widespread structural changes. The company is currently organizing regional trade fairs. Affected by market saturation phenomena and their economic impacts, the company faces the necessity to explore new business areas in order to remain competitive. The starting point and motivation for the choice of topics was this specific problem of the company; the task was to develop a new service. The result of this book is a set of action measures for the successful implementation and introduction of the new business area of Corporate Events. This practical handbook helps to understand the approach to strategic business expansion, recognize risks and potential resources in implementation, and utilize them efficiently. In this way, I would like to thank everyone who made this book possible: family, friends, the company Messe Werk GmbH, and the professors at BA Breitenbrunn.