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Julita Haber and Robyn Brouer

on selection decisions. Journal of Managerial Psychology, 21: 200-210, Baczyńska, A. (2015). Analytical, practical and emotional intelligence and line manager competencies. Journal of Management and Business Administration. Central Europe, 23(4): 34-54, Barbuto, J.E. and Moss, J.A. (2006). Dispositional effects in intra-organizational influence tactics: A meta-analytic review. Journal of Leadership & Organizational Studies, 12(3): 30-52, https

Open access

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.

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Anna Baczynska and Pawel Korzynski

of Leadership. American Psychologist, 62(1): 34-42, Westley, F. and Mintzberg, H. (1989). Visionary leadership and strategic management. Strategic Management Journal, 10(S1): 17-32, Yukl, G. and Chavez, C. (2002). Influence tactics and leader effectiveness. In: L. Neider and C.A. Schriesheim (eds.), Leadership. Greenwich, Connecticut: New Information Age Publishing. Yukl, G. and Falbe, C.M. (1992). Consequences for managers of using

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Witold Morawski

, XI (5). Selznick, Ph. (1960). The Organizational Weapon: A Study of Bolshevik Strategy and Tactics . Glencoe, Il.: Free Press. Sennett, R. (2006). The Culture of New Capitalism . New Haven & London: Yale University. Sztompka, P. (2016). Kapitał społeczny. Teoria przestrzeni międzyludzkiej . Kraków: Wydawnictwo Znak. Thaler, R.H. (2015). Misbehaving. The Making of Behavioural Economics . New York and London: W.W. Norton & Company. Weber, M. (1994). Etyka protestancka a duch kapitalizmu . Lublin: Wydawnictwo Test. Weber, M

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Claudia Ogrean

, 13 (5), 482-497. Brenner, S. N. (1992). The stakeholder theory of the firm. Business Ethics Quarterly 2 (2):99-119 (1992). Casadesus-Masanell, R., & Ricart, J. E. (2010). From strategy to business models and onto tactics. Long Range Planning , 43 (2), 195-215. Chesbrough, H., & Rosenbloom, R. S. (2002). The role of the business model in capturing value from innovation: evidence from Xerox Corporation's technology spin-off companies. Industrial and Corporate Change , 11 (3), 529-555. Cox, A. (1996). Relational competence and strategic

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Izabela Koładkiewicz

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, 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, Sergakis, K. (2013). EU Corporate Governance: A New Supervisory Mechanism for the ‘Comply or

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Srikant Manchiraju and Zlatan Krizan

-302. Buhrmester, M., Kwang, T. and Gosling, S.D. (2011), “Amazon's Mechanical Turk a new source of inexpensive, yet high-quality, data?”, Perspectives on Psychological Science, Vol. 6, No. 1, pp. 3-5. Chang, L. and Arkin, R.M. (2002), “Materialism as an attempt to cope with uncertainty”, Psychology and Marketing, Vol. 19, pp. 389-406. Christopher, A.N., Lasane, T.P., Troisi, J.D. and Park, L.E. (2007), “Materialism, defensive and assertive self-presentational tactics, and life satisfaction”, Journal of social and clinical psychology, Vol. 26, No

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Rubaba Nawrin

.L., 2000. “Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being”, American Psychologist, Vol. 55, No.1, pp. 68-78. Saks, A.M. (2006), “Antecedents and consequences of employee engagement”, Journal of Managerial Psychology, Vol. 21, No. 7, pp. 600-619. Saks, A.M. and Gruman, J.A. (2011), “Getting newcomers engaged: The role of socialization tactics”, Journal of Managerial Psychology, Vol. 26, No. 5, pp. 383-402. Salanova, M., Agut, S. and Peiró, J.M. (2005), “Linking organizational resources and work

Open access

Dominyka Venciūtė

, A., Losada, F., Ruzo, E., Díez, J. A. (2010). Implications of Perceived Competitive Advantages, Adaptation of Marketing Tactics and Export Commitment on Export Performance // Journal of World Business. Vol. 45(1), pp. 49–58. doi: 10.1016/j.jwb.2009.04.004. 42. Novak, T. P., Hoffman, D. L., Yung, Y. F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach // Marketing science. Vol. 19(1), pp. 22–42. doi: 10.1287/mksc. 43. Oktemgil, M., Greenley, G. (1997). Consequences of High and Low Adaptive

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Nauman Majeed, T. Ramayah, Norizah Mustamil, Mohammad Nazri and Samia Jamshed

emotional intelligence: A study on polytechnic lecturers in Malaysia", International Online Journal of Educational Sciences, Vol. 4, No. 1, pp. 62-70. Lian, L.K. and Tui, L.G. (2012), "Leadership styles and organizational citizenship behavior: The mediating effect of subordinates' competence and downward influence tactics", The Journal of Applied Business and Economics, Vol. 13, No. 2, p. 59. Lee, K. and Allen, N.J. (2002), "Organizational citizenship behavior and workplace deviance: the role of affect and cognitions", Journal of Applied