Resilience in trade fairs: A study in Brazilian context
DOI:
https://doi.org/10.20435/inter.v19i4.1699Keywords:
resilience, trade fairs, social representationAbstract
This research aims to analyze through the lenses of resilience, the collective construction and social representation of a trade fair by its actors. To this, an exploratory qualitative case study was conducted with vendors of a large trade fair in the city of Fortaleza. The main reasons that provide growth, reduction or stability of these environments are not restricted to purely financial factors; the resilience of trade fairs transcends a marketing perspective, achieving also social and cultural dimensions.
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