Author:
Locatelli Débora Regina Schneider,Silveira Marco Antonio Pinheiro da,Mourão Paulo
Abstract
PurposeThis paper aims to focus on Brazilian business fairs primarily attended by metalworking companies.Design/methodology/approachUsing a qualitative and exploratory approach, data were collected through semi-structured interviews answered by exhibitor companies from two of the most relevant Brazilian states in this industrial sector: Santa Catarina and Rio Grande do Sul.FindingsThe results recognize the four pillars of the interorganizational relationship developed among exhibitors at business fairs and launch serious implications for the effective development of business fairs as spaces of interorganizational relationship and of value creation.Originality/valueThis is the first study discussing the trade fairs of the Brazilian emerging industry related to the metal-mechanic sector of two of the most significant states in the country: Rio Grande do Sul and Santa Catarina.
Subject
Marketing,Business and International Management
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