Publicado Dec 13, 2013



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Diana Mesa Correa

Carme Martínez Costa

Marta Mas Machuca

Felipe Uribe Saavedra

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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

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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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