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Crisis marketing: a comparison across economic scenarios

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  • Ang, Swee Hoon

Abstract

During the Asian crisis, consumption was curtailed and businesses changed their marketing strategies to remain viable. A survey was conducted to understand how the crisis has affected consumers and businesses, and how in turn, they respond to it. Comparisons of the impacts and adjustments from the Asian crisis were made across other crises, namely, the 1973 US oil crisis, the 1990 Yugoslavian stagflation, the mid-1980s Filipino stagflation, and the 1989 economic democracy in Eastern Europe. Explanations based on moderating factors such as nature of the crisis, socio-economic characteristics, trade dependencies, market sophistication, and culture are discussed for managerial insights.

Suggested Citation

  • Ang, Swee Hoon, 2001. "Crisis marketing: a comparison across economic scenarios," International Business Review, Elsevier, vol. 10(3), pages 263-284, June.
    • Handle: RePEc:eee:iburev:v:10:y:2001:i:3:p:263-284
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    References listed on IDEAS

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    1. Cravens, David W., 1974. "Marketing management in an era of shortages," Business Horizons, Elsevier, vol. 17(1), pages 79-85, February.
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    Cited by:

    1. Jörg Zimmermann & Wolfgang Sofka, 2013. "Knowledge search versus knowledge deployment: How foreignness can be both an asset and a liability for firms," JRC Working Papers on Corporate R&D and Innovation 2013-03, Joint Research Centre.
    2. Hampson, Daniel P. & McGoldrick, Peter J., 2013. "A typology of adaptive shopping patterns in recession," Journal of Business Research, Elsevier, vol. 66(7), pages 831-838.
    3. Tierney Bondy & Vishal Talwar, 2011. "Through Thick and Thin: How Fair Trade Consumers Have Reacted to the Global Economic Recession," Journal of Business Ethics, Springer, vol. 101(3), pages 365-383, July.
    4. Kaytaz, Mehmet & Gul, Misra C., 2014. "Consumer response to economic crisis and lessons for marketers: The Turkish experience," Journal of Business Research, Elsevier, vol. 67(1), pages 2701-2706.
    5. Sarmento, Maria & Marques, Susana & Galan - Ladero, Mercedes, 2019. "Consumption dynamics during recession and recovery: A learning journey," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 226-234.
    6. Hong, Yanran & Wang, Lu & Ye, Xiaoqing & Zhang, Yaojie, 2022. "Dynamic asymmetric impact of equity market uncertainty on energy markets: A time-varying causality analysis," Renewable Energy, Elsevier, vol. 196(C), pages 535-546.
    7. Coombs, W. Timothy & Laufer, Daniel, 2018. "Global Crisis Management – Current Research and Future Directions," Journal of International Management, Elsevier, vol. 24(3), pages 199-203.
    8. Massa, Silvia & Testa, Stefania, 2011. "Beyond the conventional-specialty dichotomy in food retailing business models: An Italian case study," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 476-482.
    9. Gulsah ATAGAN & Suleyman YUKCU, 2013. "Effect of Packing Cost on The Sales Price and Contribution Margin," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 13(1), pages 1-9.
    10. Zurawicki, Leon & Braidot, Nestor, 2005. "Consumers during crisis: responses from the middle class in Argentina," Journal of Business Research, Elsevier, vol. 58(8), pages 1100-1109, August.
    11. Calvo-Porral, Cristina & Lévy-Mangin, Jean-Pierre, 2019. "Profiling shopping mall customers during hard times," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 238-246.
    12. Nazli ALIMEN & Gul BAYRAKTAROGLU, 2011. "Consumption Adjustments of Turkish Consumers during the Global Financial Crisis," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 11(2), pages 193-203.
    13. Umer Zaman & Stuart J. Barnes & Saba Abbasi & Mahwish Anjam & Murat Aktan & Muddasar Ghani Khwaja, 2022. "The Bridge at the End of the World: Linking Expat’s Pandemic Fatigue, Travel FOMO, Destination Crisis Marketing, and Vaxication for “Greatest of All Trips”," Sustainability, MDPI, vol. 14(4), pages 1-21, February.

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