haku: @author Lilien, G.L. / yhteensä: 7
viite: 3 / 7
| Tekijä: | Srinivasan, R. Rangaswamy, A. Lilien, G.L. |
| Otsikko: | Turning adversity into advantage: Does proactive marketing during a recession pay off? |
| Lehti: | International Journal of Research in Marketing
2005 : JUN, VOL 22:2, p. 109-125 |
| Asiasana: | Marketing Strategy Recession Companies Models |
| Kieli: | eng |
| Tiivistelmä: | This paper addresses the following issues presented in the form of questions as follows: 1. Why do some firms view the recession (hereafter as: rec.) as an opportunity and develop an aggressive marketing response (here as: m-ting resp.) to it? 2. What are the effects of such a m-ting resp. on the performance of the firm? The results of a survey of 154 senior m-ting executives show that some firms do indeed adopt proactive m-ting during a rec. Both organizational and environmental contexts influence firms' proactive response to a rec. Firms having a strategic emphasis on m-ting, an entrepreneurial culture, and slack resources are proactive in their m-ting activities during a rec., while the severity of the rec. in the industry negatively affects proactive m-ting response. This paper's results suggest that not all firms do respond in a proactive manner during a rec. Those firms with a strategic emphasis on m-ting already have programs in place enabling them to derive benefits from a proactive m-ting response during the recession. |
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