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Julita Haber and Robyn Brouer
George J. Avlonitis
There is no doubt that a recession is an extremely difficult period for most companies. Especially when a recession has universal dimensions, many companies find themselves unprepared to face great challenges. While marketing in good times has a long-term focus, a broad scope, it is benefits- and opportunities-driven and proactive, in bad times it has a short-term focus, limited and narrow scope, it is cost-and sales-driven and reactive.
Panic is not the right reaction. Such difficult times should be overcome through methodical and well planned actions. After all, research has shown that those companies that take a proactive stance and treat the recession as an opportunity are likely to come out of the crisis stronger than before.
Specific marketing activities have been proved to be beneficial to companies during a downturn. Below we analyze, ten marketing survival strategies and tactics.
Anna Baczynska and Pawel Korzynski
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Roberts, J. (2013). Applying the ‘Comply-or-Explain’ Principle: Discursive Legitimacy Tactics with Regard to Codes of Corporate Governance. Journal of Management Governance, 17: 791-826, https://doi.org/10.1007/s10997-011-9209-y Seidl, D. (2007). Standard Setting and Following in Corporate Governance: An Observation - Theoretical Study of the Effectiveness of Governance Codes. Organization, 14(5): 705-727, https://doi.org/10.1177/1350508407080316 Sergakis, K. (2013). EU Corporate Governance: A New Supervisory Mechanism for the ‘Comply or
Srikant Manchiraju and Zlatan Krizan
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Nauman Majeed, T. Ramayah, Norizah Mustamil, Mohammad Nazri and Samia Jamshed
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