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Marketing for Conflict Transformation: The Case of Peace Laboratories in Colombia

Marketing for Conflict Transformation: The Case of Peace Laboratories in Colombia
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Author(s): Fred R. van Sluijs (Independent Researcher, Costa Rica), Marinus C. Gisolf (Tourism Theories Asesores, Costa Rica)and Arno Ambrosius (Independent Researcher, Costa Rica)
Copyright: 2023
Pages: 19
Source title: Research Anthology on Modern Violence and Its Impact on Society
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-7464-8.ch027

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Abstract

When in 2016 the Colombian peace agreement was signed between the FARC-EP and the Colombian government, the hope was created to finish a chapter of cruel internal violence leaving close to 300,000 deaths in 50 years of conflict. The peace process, which is still continuing, incorporated a wide range of visions, approaches, political stands, gender issues on poverty in all its destructive dynamics. The European Union's decision at the beginning of the 21st century to help stimulate a peace process from the bottom upwards through so-called peace laboratories is analyzed, and their development, their success, and their limitations are followed in an attempt to shed light on the triangular relationship between people in conflict, peace, and the mechanisms that can connect the two.

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