Role and effect of traditional markets: The internationally awarded case of Barcelos

Sérgio Dominique-Ferreira, Rui José Braga and Benilda Queirós Rodrigues

Journal of Global Scholars of Marketing Science, 2022, vol. 32, issue 3, 470-492

Abstract: Social, economic, and environment sustainability are more than ever hot topics. Because of their importance in this context, we examine how and why traditional markets play such a critical role in local as well as regional development and sustainability, along with their respective effects. We use a single case methodology based on the internationally awarded case of Barcelos (a northern region of Portugal). The main results show that the traditional market of Barcelos plays a critical role in the region, especially with respect to socioeconomic, environmental, and political and administrative effects. To optimize the role and influence of this traditional market, authors suggest the application of artificial intelligence.

Date: 2022
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DOI: 10.1080/21639159.2020.1808852

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