Abstract
In this study, the organizational knowledge creation process of microenterprises exhibiting in trade shows is explored. Specifically, this article examines how knowledge processes are manifested through different trade show activities. The data was collected through semi-structured interviews and ethnographic observation at international B2B fashion trade shows. The study shows that knowledge is created through observing and interpreting the trade show environment and other actors within it. Moreover, knowledge processes are embedded in the informal social interaction that takes place at trade shows. In this way, the participants absorb and adopt industry-specific practices and routines through their physical proximity to other industry actors.
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