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The Social and Solidarity Economy Fair: A New Approach to Social Marketing for the Marrakech-Safi Region?

In: Human Resource Development for Sustainability and Social Responsibility

Author

Listed:
  • Naïma Boujrouf

    (Cadi Ayyad University (CAU))

Abstract

Between community approaches, transformative swarm intelligence and prospects for aid and support, the Social and Solidarity Economy Fairs present themselves as a channel of social marketing and also one of the support mechanisms for the community of artisan(e)s (Snayâyyas/tes) and masters-craftsmen/craftswomen (Mâlmyyas/tes). These professionals -who perpetuate the authenticity and maintain the techniques of traditional craftsmanship- tend to create small structures (cooperatives), affiliated with the Social and Solidarity Economy (SSE). However, initiatives to reiterate the life cycle of these organizations continue to face major challenges. Therefore, to maintain their existential subsistence: do the Regional Fairs represent a real marketing feat for the cooperatives of the SSE of the Marrakech-Safi Region?

Suggested Citation

  • Naïma Boujrouf, 2026. "The Social and Solidarity Economy Fair: A New Approach to Social Marketing for the Marrakech-Safi Region?," Springer Proceedings in Business and Economics, in: Isabel Novo-Corti & Xose Picatoste & Marco Valeri (ed.), Human Resource Development for Sustainability and Social Responsibility, chapter 0, pages 453-474, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-09683-8_31
    DOI: 10.1007/978-3-032-09683-8_31
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