IDEAS home Printed from https://ideas.repec.org/p/cte/idrepe/id-10-05.html
   My bibliography  Save this paper

Marketing practices and performance in a post-crisis scenario

Author

Listed:
  • Alvarez Bassi, Daniel
  • Lado, Nora
  • Duque, Lola C.

Abstract

This research explores the link between contemporary marketing practices, market orientation and business performance in Uruguay, an emergent country that has recovered from an economic crisis. These approaches seem to be related, but there is no existing evidence to confirm this impression. Lessons can be learned from understanding how effective is the adoption of marketing practices under a crisis scenario. Using data from interviews with 143 micro and small enterprises’ managers, we identify three clusters dependant on the combination of marketing practices: a multi-marketing cluster, a medium-level relationship marketing cluster and a transactional cluster. A model relating market orientation components and various performance measures is tested for the three clusters, showing that the multi-marketing and transactional clusters are more effective in translating efforts and resources into business outcomes

Suggested Citation

  • Alvarez Bassi, Daniel & Lado, Nora & Duque, Lola C., 2010. "Marketing practices and performance in a post-crisis scenario," INDEM - Working Paper Business Economic Series id-10-05, Instituto para el Desarrollo Empresarial (INDEM).
    • Handle: RePEc:cte:idrepe:id-10-05
    as

    Download full text from publisher

    File URL: https://e-archivo.uc3m.es/bitstream/handle/10016/9460/indemwp10_05.pdf?sequence=1
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lado, Nora & Maydeu Olivares, Alberto, 1998. "Exploring the link between market orientation and innovation in the European and US insurance markets," DEE - Working Papers. Business Economics. WB 6528, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    2. John Hulland, 1999. "Use of partial least squares (PLS) in strategic management research: a review of four recent studies," Strategic Management Journal, Wiley Blackwell, vol. 20(2), pages 195-204, February.
    3. Coviello, Nicole E. & Brodie, Roderick J. & Munro, Hugh J., 2000. "An investigation of marketing practice by firm size," Journal of Business Venturing, Elsevier, vol. 15(5-6), pages 523-545.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Alvarez Bassi, Daniel & Lado, Nora & Duque, Lola C., 2010. "Current marketing practices and market orientation in the context of an emerging economy : the case of Uruguay," DEE - Working Papers. Business Economics. WB wb104207, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    2. Linder, Christian, 2019. "Customer orientation and operations: The role of manufacturing capabilities in small- and medium-sized enterprises," International Journal of Production Economics, Elsevier, vol. 216(C), pages 105-117.
    3. Nuntasaree Sukato, 2014. "The Implementation of Market Orientation and Innovation in SMEs," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(5), pages 614-625, May.
    4. Azman ISMAIL & Rizal ABU BAKAR & Wan Aishah WAN MOHD NOWALID & Nurul Hayati ADNAN & Mohamad Azhari ABU BAKAR & Syed Shah ALAM, 2014. "Does Career Program Have Effect On Employee Outcomes? Empirical Evidence," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 152-166, November.
    5. Al-Baraa Abdulrahman Al-Mekhlafi & Ahmad Shahrul Nizam Isha & Nicholas Chileshe & Mohammed Abdulrab & Anwar Ameen Hezam Saeed & Ahmed Farouk Kineber, 2021. "Modelling the Relationship between the Nature of Work Factors and Driving Performance Mediating by Role of Fatigue," IJERPH, MDPI, vol. 18(13), pages 1-17, June.
    6. Apriani Soepardi & Pratikto Pratikto & Purnomo Budi Santoso & Ishardita Pambudi Tama & Patrik Thollander, 2018. "Linking of Barriers to Energy Efficiency Improvement in Indonesia’s Steel Industry," Energies, MDPI, vol. 11(1), pages 1-22, January.
    7. Ting Chi & Olabisi Adesanya & Hang Liu & Rebecca Anderson & Zihui Zhao, 2023. "Renting than Buying Apparel: U.S. Consumer Collaborative Consumption for Sustainability," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    8. Tobias Knabke & Sebastian Olbrich, 2018. "Building novel capabilities to enable business intelligence agility: results from a quantitative study," Information Systems and e-Business Management, Springer, vol. 16(3), pages 493-546, August.
    9. Gutiérrez-Villar, Belén & Montero-Simó, María José & Araque-Padilla, Rafael Ángel & Castro-González, Pilar, 2014. "Intensidad exportadora e interacción entre fortalezas del marketing mix: un análisis basado en redes neuronales artificiales || Export Intensity and Interaction between Marketing Mix: An Analysis base," Revista de Métodos Cuantitativos para la Economía y la Empresa = Journal of Quantitative Methods for Economics and Business Administration, Universidad Pablo de Olavide, Department of Quantitative Methods for Economics and Business Administration, vol. 18(1), pages 88-111, December.
    10. Harmancioglu, Nukhet & Grinstein, Amir & Goldman, Arieh, 2010. "Innovation and performance outcomes of market information collection efforts: The role of top management team involvement," International Journal of Research in Marketing, Elsevier, vol. 27(1), pages 33-43.
    11. Azilah Kasim & Siti Noormala Jailani & Muhammad Fauzi Mokhtar & Jasmine Zea Raziah Radha Rashid Radha & Bussalin Khuadthong & Maebel Leong Sai Fong, 2023. "Community Perceptions on the Critical Success Factors of Hotels’ Community-Based Corporate Social Responsibility," Sustainability, MDPI, vol. 15(12), pages 1-26, June.
    12. Sirén, Charlotta & Kohtamäki, Marko, 2016. "Stretching strategic learning to the limit: The interaction between strategic planning and learning," Journal of Business Research, Elsevier, vol. 69(2), pages 653-663.
    13. Nedkovski, Vojkan & Guerci, Marco & De Battisti, Francesca & Siletti, Elena, 2017. "Organizational ethical climates and employee's trust in colleagues, the supervisor, and the organization," Journal of Business Research, Elsevier, vol. 71(C), pages 19-26.
    14. Gupta, Prashant & Seetharaman, A. & Raj, John Rudolph, 2013. "The usage and adoption of cloud computing by small and medium businesses," International Journal of Information Management, Elsevier, vol. 33(5), pages 861-874.
    15. Asif Khan & Chih-Cheng Chen & Kwanrat Suanpong & Athapol Ruangkanjanases & Santhaya Kittikowit & Shih-Chih Chen, 2021. "The Impact of CSR on Sustainable Innovation Ambidexterity: The Mediating Role of Sustainable Supply Chain Management and Second-Order Social Capital," Sustainability, MDPI, vol. 13(21), pages 1-25, November.
    16. Diego Norena-Chavez, 2022. "Influence of SARS-CoV-2 on the Mediating Effect of Entrepreneurial Passion in the Relationship between Entrepreneurial Self-Efficacy and Innovative Behavior," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 125-139.
    17. Kim, Joon Ho & Kang, Kyung Ho, 2018. "The effect of promotion on gaming revenue: A study of the US casino industry," Tourism Management, Elsevier, vol. 65(C), pages 317-326.
    18. von den Driesch, Till & Eva Susanne da Costa, Maika & Christina Flatten, Tessa & Brettel, Malte, 2015. "How CEO experience, personality, and network affect firms' dynamic capabilities," European Management Journal, Elsevier, vol. 33(4), pages 245-256.
    19. Khan, Nawab Ali & Azhar, Mohd & Rahman, Mohd Nayyer & Akhtar, Mohd Junaid, 2022. "Scale development and validation for usage of social networking sites during COVID-19," Technology in Society, Elsevier, vol. 70(C).
    20. Ronak Maroufi, 2016. "The Impact of Teaching Resiliency on Students' Happiness and Defense Style," International Journal of Learning and Development, Macrothink Institute, vol. 6(3), pages 55-66, September.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:cte:idrepe:id-10-05. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ana Poveda (email available below). General contact details of provider: http://portal.uc3m.es/portal/page/portal/indem .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.