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 to withstand an economic crisis is being examined in this paper. A theory linking a strategic emphasis on marketing, market orientation and entrepreneurial orientation is being put to the test as the background to a "proac...

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Veröffentlicht in:	Cuadernos de administración 2013-01, Vol.26 (47), p.233-258
Hauptverfasser:	Diana Mesa Correa, Carme Martínez Costa, Marta Mas Machuca, Felipe Uribe Saavedra
Format:	Artikel
Sprache:	spa
Schlagworte:	Business strategies Competitive advantage Competitive firms Economic crisis Entrepreneurship Marketing Marketing management Spain Strategic management Studies Value
Online-Zugang:	Volltext
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