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

Naïma Boujrouf
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Naïma Boujrouf: Cadi Ayyad University (CAU)

Chapter Chapter 31 in Human Resource Development for Sustainability and Social Responsibility, 2026, pp 453-474 from Springer

Abstract: 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?

Keywords: Social and Solidarity Economy (SSE); Regional Fair of Social and Solidarity Economy (RFSSE); Social marketing; Cooperatives; Digital marketing; Collective intelligence (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-09683-8_31

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DOI: 10.1007/978-3-032-09683-8_31

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