Selling Germany in South-Eastern Europe: Economic Uncertainty, Commercial Information and the Leipzig Trade Fair 1920–40

Abstract On the eve of the Second World War Germany dominated the exports and imports of south-eastern Europe. Yet the institutions that supported Germany's trade in the 1930s were formed during the previous decade. This article shows how one institution, the Leipzig trade fair, helped overcome many of the problems that had disrupted German commerce with Yugoslavia after the First World War. During a decade when German firms were only slowly returning to the region, the fair built an extensive trading network in south-eastern Europe that relayed economic news, found agents for German firms, and advertised for German products. By the 1930s the fair's representatives had become the backbone of Germany's trade network in south-eastern Europe.