From Handshakes to Hugs: How Brazilian Business Fairs Enhance Relationships Between Exhibitors

摘要

Business fairs are strategic tools for companies. However, when studying the Brazilian trade-fair literature, we observed a gap related to the discussion of inter-organizational relationships. This study investigated how business fairs promote the development of relationships and joint actions among exhibitors. Using an exploratory and qualitative approach, this paper focused on Brazilian metal-working companies from two Brazilian states (Santa Catarina and Rio Grande do Sul), which have been exhibitors at trade fairs. The study enabled the identification of a complexity of joint activities and different levels of integration resulting from companies' participation in these fairs.