Marketing en períodos de crisis: la influencia del marketing proactivo en el desempeño empresarial
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dic 13, 2013
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Resumen
Este artículo analiza si una respuesta de marketing proactivo puede contribuira resistir las crisis económicas. Se prueba una teoría que une el énfasis estratégicoen marketing, la orientación al mercado y la orientación emprendedoracomo antecedentes de una respuesta contracíclica de marketing “proactivo”,utilizando un modelo de ecuaciones estructurales con datos de empresas españolas.Los resultados revelan que apostar por un marketing proactivo permitemantener la ventaja competitiva y el valor de la empresa durante la crisis.Se encuentra una fuerte relación entre marketing proactivo y el desempeño,confirmando que la inversión en marketing representa una respuesta eficazde las empresas en períodos de crisis, contradiciendo las prácticas habitualesempresariales.
Keywords
marketing proactivo, marketing estratégico, crisis económicacrise econômica, marketing proativo, marketing estratégico, desempenho
References
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Hunt, S. (2009). Competitive advantage strategies in times of adversity. Journal of Customer Behaviour, 8 (2), 137-151.
Iacobucci, D. (2010). Structural equations modeling: Fit Indices, sample size, and advanced topics. Journal of Consumer Psychology, 20 (1), 90-98.
Jaworski, B. and Kohli, A. K. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57 (3), 53-70.
Johns, G. (1994). How often were you absent? A review of the use of self-reported absence data. Journal of Applied Psychology, 79 (4), 574-591.
Kitching, J., Blackburn, R., Smallbone, D. and Dixon, S. (2009). Business strategies and performance during difficult economic conditions. Department of Business Innovation and Skills (BIS). Recuperado de http://britishdesigninnovation.org
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Köksal, M. and Özgül, E. (2007).The relationship between marketing strategies and performance in an economic crisis. Marketing Intelligence & Planning, 25 (4), 326-342.
Kotha, S., Rindova, V. P. and Rothaermel, F. T. (2001). Assets and actions: Firm-specific factors in the internationalization of US Internet firms. Journal of International Business Studies, 769-791.
Kotler, P. and Caslione, J. (2009). How marketers can respond to recession and turbulence. Journal of Customer Behaviour, 8 (2), 187-191.
Kraus, S., CoenRigtering, J., Hughes, M. and Osman, V. (2012). Entrepreneurial orientation and the business performance of SMEs: a quantitative study from the Netherlands. Review ofManagerial Science, 6 (2), 161-182.
Kumar, V., Jones, E., Venkatesan, R. and Leone, R. (2011). Is market orientation a source of sustainable competitive advantage or simply the cost of competing? Journal of Marketing, 75 (1), 16-30.
Kunc, M. and Bhandari, R. (2011). Strategic development processes during economic and financial crisis. Management Decision, 49 (8), 1343-1353.
Latham, S. and Braun, M. (2011).Economic recessions, strategy, and performance: A synthesis. Journal of Strategy and Management, 4 (2), 96-115.
Lumpkin, G. and Dess, G. (1996).Clarifying the entrepreneurial orientation construct and linking it to performance. Academy of Management Review, 21 (1), 135-172.
Lumpkin, G. and Dess, G. (2001). Linking two dimensions of entrepreneurial orientation to firm performance: The moderating role of environment and industry life cycle. Journal of Business Venturing, 16 (5), 429-451.
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Mattsson, L. G. (2009). Market orientation and resource adjustments during economic recession - a business network perspective. Journal of Customer Behaviour, 8 (2), 153-162.
Meade, A. W., Watson, A. M. and Kroustalis, C. M. (2007). Assessing common methods bias in organizational research. In 22nd annual meeting of the society for industrial and organizational psychology. New York.
Mesa, D., Martínez, C. and Mas, M. (2012). “From crisis to opportunity: the role of proactive marketing. A case study”. 45th Conference AM, Academy of Marketing. Southampton, England, 62.
Miller, D. (1987). The structural and environmental correlates of business strategy.Strategic Management Journal, 8, 55-76.
Miller, D. and Friesen, P. H. (1983). Strategy-making and environment: The third link. Strategic Management Journal, 4, 221-235.
Moorman, C. and Rust, R. T. (1999).The role of marketing.Journal of Marketing, 63, 180-197.
Nandakumar, M., Ghobadian, A. and O’Regan, N. (2010).Business-level strategy and performance: The moderating effects of environment and structure. Management Decision, 48 (6), 907-939.
Narver, J. and Slater, S. (1990). The effect of market orientation on business profitability.Journal of Marketing, 54 (4), 20-35.
Navarro, P., Bromiley, P. and Sottile, P. (2010).Business cycle management and firm performance: Tying the empirical knot. Journal of Strategy and Management, 3 (1), 50-71.
Nunnally, J. (1967). Psychometric Theory. New York: McGraw-Hill.
O’Malley, L., Story, V. and O’Sullivan, V. (2011). Marketing in a recession: retrench or invest? Journal of Strategic Marketing, 19 (3), 285-310.
Pearce, J. and Michael, S. (1997). Marketing strategies that make entrepreneurial firms recession-resistant. Journal of Business Venturing, 12 (4), 301-314.
Pearson, C. and Clair, J. (1998). Reframing crisis management. Academy of Management Review, 23 (1), 59-76.
Peterson, R. (1994). A meta-analysis of Cronbach’s coefficient alpha. Journal of Consumer Research, 21 (2), 381-391.
Picard, R. and Rimmer, T. (1999).Weathering a recession: Effects of size and diversification on newspaper companies. Journal of Media Economics, 12 (1), 1-18.
Piercy, N., Cravens, D. and Lane, N. (2010).Marketing out of the recession: recovery is coming, but things will never be the same again. Marketing Review, 10 (1), 3-23.
Podsakoff, P., MacKenzie, S., Lee, J. and Podsakoff, N. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88 (5), 879-903.
Pollard, D. and Hotho, S. (2006). Crises, scenarios and the strategic management process.Management Decision, 44 (6), 721-736.
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Cómo citar
Mesa Correa, D., Martínez Costa, C., Mas Machuca, M., & Uribe Saavedra, F. (2013). Marketing en períodos de crisis: la influencia del marketing proactivo en el desempeño empresarial. Cuadernos De Administración, 26(47), 233–258. https://doi.org/10.11144/Javeriana.cao26-47.mpci
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