Business cycle research in marketing

A review and research agenda

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Business cycles (BCs) may affect entire markets, and significantly alter many firms’ marketing activities and performance. Even though managers cannot prevent BCs from occurring, marketing research over the last 15 years has provided growing evidence that their impact on consumers, and hence on firm and brand performance, depends to a large extent on how firms adjust their marketing mix in response to these macro-economic swings. In this study, we review the growing marketing literature on how to attenuate or amplify the impact of BC fluctuations. Our discussion focuses on three key aspects: (1) the scope of, and insights from, existing BC research in marketing, (2) advancements in the methods to study various BC phenomena in marketing, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.
Original languageEnglish
Pages (from-to)31-58
JournalJournal of the Academy of Marketing Science
Volume46
Issue number1
DOIs
Publication statusPublished - Jan 2018

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Business cycles
Marketing
Research agenda
Marketing performance
Marketing mix
Macroeconomics
Business cycle fluctuations
Managers
Marketing research
Brand performance
Firm performance
Marketing activities

Keywords

  • business cycle
  • recession
  • marketing conduct
  • marketing strategy
  • asymmetric behavior
  • long-run growth

Cite this

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title = "Business cycle research in marketing: A review and research agenda",
abstract = "Business cycles (BCs) may affect entire markets, and significantly alter many firms’ marketing activities and performance. Even though managers cannot prevent BCs from occurring, marketing research over the last 15 years has provided growing evidence that their impact on consumers, and hence on firm and brand performance, depends to a large extent on how firms adjust their marketing mix in response to these macro-economic swings. In this study, we review the growing marketing literature on how to attenuate or amplify the impact of BC fluctuations. Our discussion focuses on three key aspects: (1) the scope of, and insights from, existing BC research in marketing, (2) advancements in the methods to study various BC phenomena in marketing, and (3) some emerging trends that offer new challenges and opportunities for future BC research in marketing.",
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Business cycle research in marketing : A review and research agenda. / Dekimpe, Marnik; Deleersnyder, Barbara.

In: Journal of the Academy of Marketing Science, Vol. 46, No. 1, 01.2018, p. 31-58.

Research output: Contribution to journalArticleScientificpeer-review

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