About this document
Collective Marketing in Textile Trade Shows by Diego Rinallo is a document available to read on EtoBox.
Trade shows play an important role in shaping markets and industries. They bring together key players in an industry and facilitate interaction and consensus building around new innovations and market trajectories. This is particularly important in fragmented industries composed of many small and medium enterprises. The textile industry in Europe provides an example where trade shows have been strategically used by coalitions of firms to manage innovation trajectories to their advantage. National trade show
- Author
- Diego Rinallo
- Language
- EN