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Speed dating or marriage? Brazilian business fairs according to a sample of metal/mechanic companies

Débora Regina Schneider Locatelli (Universidade Federal da Fronteira Sul, Chapeco, Brazil)
Marco Antonio Pinheiro da Silveira (Universidade Municipal de Sao Caetano do Sul, Sao Caetano do Sul, Brazil)
Paulo Mourão (Department of Economics & NIPE, Universidade do Minho, Braga, Portugal)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 2 November 2018

Issue publication date: 1 March 2019




This paper aims to focus on Brazilian business fairs primarily attended by metalworking companies.


Using a qualitative and exploratory approach, data were collected through semi-structured interviews answered by exhibitor companies from two of the most relevant Brazilian states in this industrial sector: Santa Catarina and Rio Grande do Sul.


The results recognize the four pillars of the interorganizational relationship developed among exhibitors at business fairs and launch serious implications for the effective development of business fairs as spaces of interorganizational relationship and of value creation.


This is the first study discussing the trade fairs of the Brazilian emerging industry related to the metal-mechanic sector of two of the most significant states in the country: Rio Grande do Sul and Santa Catarina.



This work was carried out within the funding with COMPETE reference nº POCI-01-0145-FEDER-006683, with the FCT/MEC’s (Fundação para a Ciência e a Tecnologia, I.P.) financial support through national funding and by the ERDF through the Operational Programme on “Competitiveness and Internationalization – COMPETE 2020 under the PT2020 Partnership Agreement.”


Locatelli, D.R.S., Silveira, M.A.P.d. and Mourão, P. (2019), "Speed dating or marriage? Brazilian business fairs according to a sample of metal/mechanic companies", Journal of Business & Industrial Marketing, Vol. 34 No. 1, pp. 80-94.



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