The Impact of Proactive Strategies on Market Performance in Economic Downturn: the Case of Hungary

Gyulavári, Tamás and Kolos, Krisztina (2015) The Impact of Proactive Strategies on Market Performance in Economic Downturn: the Case of Hungary. In: Convergence and Divergence in the New Europe: Marketing Challenges and Issues, September 16-18 2015, Vienna, Austria.

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Recession in 2008/09 affected almost all the European countries seriously but some of them were hurt to greater extent. The timing of economic downturns can never be appropriate but it found Hungary at the time when it was in a vulnerable condition leading to a prolong struggle to find the way out. However, each company’s own experience and approach in crisis can differ from what the whole economy would explain. This study aims to contribute to the emerging research field regarding the concept of proactive marketing. We investigated the relationship between approach to crisis as an opportunity and market performance. Based on a survey of 173 companies we demonstrated that proactive marketing can lead to better performance but larger companies have the advantage of implementing this strategy more successfully.

Item Type:Conference or Workshop Item (Paper)
Uncontrolled Keywords:proactive marketing, recession, market performance, crisis, economic downturn
JEL classification:H12 - Crisis Management
Divisions:Faculty of Business Administration > Institute of Marketing and Media > Department of Marketing
Faculty of Business Administration > Institute of Business Economics > Competitiveness Research Center
Subjects:Business economics
Management, business policy, business strategy
ID Code:2076
Deposited By: Dr. Tamás Gyulavári
Deposited On:29 Sep 2015 07:09
Last Modified:29 Sep 2015 07:09

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