Resilience in trade fairs: A study in Brazilian context


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.

Biografia do Autor

Felipe Gerhard, Universidade Estadual do Ceará
Doutorando do Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará
Verónica Peñaloza, Universidade Estadual do Ceará
Professora do Programa de Pós-Graduação em Administração da Universidade Estadual do Ceará


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