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MESA CORREA, Diana; MARTINEZ COSTA, Carme; MAS MACHUCA, Marta  and  URIBE SAAVEDRA, Felipe. Marketing in times of crisis: the bearing proactive marketing has on business performance. Cuad. Adm. [online]. 2013, vol.26, n.47, pp.233-257. ISSN 0120-3592.

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 "proactive market" counter-cyclical response, on the basis of a structural equation model drawing on Spanish companies' data. Finding show that betting on a proactive market allows for a competitive advantage and the company value over the crisis period to be secured. A strong link between proactive marketing and performance is brought to light, thus bearing out the fact that an investment in marketing accounts for an effective response from companies in times of crisis, controverting usual business practices.

Keywords : Economic crisis; Proactive marketing; Strategic marketing.

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