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.
2008
9780470725092
K. Tollin, A. Carù
Strategic Market Creation: Realizing Radical Innovation from a Marketing Perspective
Golfetto, Francesca; Rinallo, Diego
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11565/1298191
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