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مقاله The Survey of Proactive Marketing Strategies Impacts on Business Performance DuringRecession; Study of Active Companies in Kaveh Industrial Park تحت pdf دارای 19 صفحه می باشد و دارای تنظیمات در microsoft word می باشد و آماده پرینت یا چاپ است

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بخشی از متن مقاله The Survey of Proactive Marketing Strategies Impacts on Business Performance DuringRecession; Study of Active Companies in Kaveh Industrial Park تحت pdf :

سال انتشار: 0
محل انتشار: دهمین کنفرانس بین المللی مدیریت استراتژیک
تعداد صفحات: 19
چکیده:

The performance of businesses and organizations and even their survival can be severely affected by recessions. However, all firms are not equally affected by a recession. In fact, some firms even experience better conditions in markets during recessions. Past studies and investigations about marketing in economic turbulent times and especially in proactive marketing suggest that some firms view a recession as an opportunity, and develop an aggressive marketing reaction, while others cut back, waiting for the recession to pass. Why do some businesses and organizations employ proactive marketing strategies to overcome the recessions And, What are the effects of such marketing strategies on the performance of the businesses and organizations These are the major objectives of our studies in this paper.We use the term proactive marketing, to represent the strategic reaction of companies to a recession, or more generally, to a turbulent environment. We show that proactive marketing is an important factor for a company to view and react to recessions. Specifically, we develop and test a model of the antecedents and consequences of proactive marketing during a recession. The results of a survey of 45 senior marketing executives in Kaveh Industrial Park in Iran reveal that some companies do accept and execute proactive marketing during recessions.Our results indicate that if companies have a strategic emphasis on marketing, embody an entrepreneurial culture, possess slack resources, they will more likely to have a proactive marketing reaction during turbulent times especially recessions. Also, results show that proactive marketing plays a significant role in improving both market and business performance during the recession. The implications of our results can be discussed for both marketing theory and managerial practice.

 

 

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