The study, based on a longitudinal investigation of the European clothing fabric industry, shows how professional trade fairs may be considered field-configuring events able to shape the innovation trajectories of the underlying industries. Moreover, rather than being spontaneous, these processes may be consciously guided by collective actors with strategic intentions.
Reshaping markets through collective marketing strategies. Lessons from the textile industry
GOLFETTO, FRANCESCA;RINALLO, DIEGO
2008
Abstract
The study, based on a longitudinal investigation of the European clothing fabric industry, shows how professional trade fairs may be considered field-configuring events able to shape the innovation trajectories of the underlying industries. Moreover, rather than being spontaneous, these processes may be consciously guided by collective actors with strategic intentions.
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