Marketing in times of crisis: the bearing proactive marketing has on business performance
The fact whether a proactive market response could have a bearing on how towithstand an economic crisis is being examined in this paper. A theory linkinga strategic emphasis on marketing, market orientation and entrepreneurialorientation is being put to the test as the background to a “proactive mar...
| Autor Principal: | Mesa Correa, Diana |
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| Otros Autores: | Martínez Costa, Carme, Mas Machuca, Marta, Uribe Saavedra, Felipe |
| Formato: | info:eu-repo/semantics/article |
| Idioma: | spa |
| Publicado: |
Pontificia Universidad Javeriana
2013
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| Materias: | |
| Acceso en línea: |
http://revistas.javeriana.edu.co/index.php/cuadernos_admon/article/view/7106 |
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| Sumario: |
The fact whether a proactive market response could have a bearing on how towithstand an economic crisis is being examined in this paper. A theory linkinga strategic emphasis on marketing, market orientation and entrepreneurialorientation is being put to the test as the background to a “proactive market”counter-cyclical response, on the basis of a structural equation model drawingon Spanish companies’ data. Finding show that betting on a proactive marketallows for a competitive advantage and the company value over the crisis periodto be secured. A strong link between proactive marketing and performance isbrought to light, thus bearing out the fact that an investment in marketing accountsfor an effective response from companies in times of crisis, controvertingusual business practices. |
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