Turning adversity into advantage: Does proactive marketing during a recession pay off?

By R. Srinivasan, Arvind Rangaswamy, Gary L. Lilien. 2005

294 citations recorded by the source corpus.

Subfields: Economics and Econometrics, Management of Technology and Innovation, Management Science and Operations Research

View Paper: https://www.semanticscholar.org/paper/564feb8bb72ad667ca665f0b2620ffa07c762a82

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Economics and Econometrics

1. Jan-Benedict E M Steenkamp
2. Marnik G. Dekimpe
3. Barbara Deleersnyder
4. H. V. van Heerde
5. Lien Lamey
6. Maarten J. Gijsenberg
7. Gary L. Lilien
8. M. M. Kristal

In Management of Technology and Innovation

1. Jan-Benedict E M Steenkamp
2. Gary L. Lilien
3. R. Srinivasan
4. J. Peloza

In Management Science and Operations Research

1. Jan-Benedict E M Steenkamp
2. Marnik G. Dekimpe
3. Barbara Deleersnyder
4. H. V. van Heerde
5. Lien Lamey
6. Gary L. Lilien
7. M. M. Kristal
8. Mark Pagell

Citations in the corpus

• Impact of operational and marketing capabilities on firm performance: Evidence from economic growth and downturns (2014, background): “In specific functional service areas, such as marketing, there are a small number of studies pertaining to the profit impact of advertising expenditure and marketing strategies during recessions (Lilien and Srinivasan, 2010; Rollins et al., 2014; Srinivasan et al., 2005, 2011).”
• How Business Cycles Contribute to Private-Label Success: Evidence from the United States and Europe (2007, background): “Most manufacturers decrease their brand support during bad economic times (e.g., Srinivasan, Rangaswamy, and Lilien 2005).”
• How does corporate social responsibility create value for consumers (2011, background): “Advertising research suggests that when firms continue to invest in advertising throughout an economic downturn, they enjoy a higher level of consumer awareness after the recession (Srinivasan et al., 2005).”
• Should Firms Spend More on Research and Development and Advertising during Recessions? (2011, background): “In addition, our work is based in the United States, and we do not consider the role of firms’ global economic activity.”
• Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cycle (2003, background): “Empirical evidence exists that companies that view the downturn as an opportunity, and develop aggressive advertising responses to it, can improve their performance, even during the contraction (Dhalla 1980; Rigby, 2001; Srinivasan et al., 2002).”
• Price and Advertising Effectiveness over the Business Cycle (2013, background): “One of the most common actions was the reduction of marketing support for the firm’s brands (Deleersnyder et al. 2009; Srinivasan, Rangaswamy, and Lilien 2005).”