Mehmet Haluk Köksal and Engin Özgül
To examine how companies are affected by economic crises, to assess the effects of marketing strategies on company performance in such conditions, and to identify those that can…
Abstract
Purpose
To examine how companies are affected by economic crises, to assess the effects of marketing strategies on company performance in such conditions, and to identify those that can help companies to maintain successful performance despite turbulence in the operational environment.
Design/methodology/approach
A structured questionnaire contained questions relating to 21 marketing strategies, associated with the elements of the marketing mix, plus a “general marketing strategies” category. It was completed by 172 Turkish companies, drawn from a national frame of 1,000. Data were analysed by factor analysis, with performance criteria set as the dependent variable. Results are reported for each of the elements of the marketing mix.
Findings
Companies that modify their strategies appropriately can maintain or improve their performance in times of crisis. Conclusions and recommendations identify the strategic changes most likely to achieve that outcome, measured mainly in terms of sales, market share and profitability.
Research limitations/implications
Subjective measures of performance were used because of practical obstacles to obtaining objective financial data from the sample, which would have severely reduced the response rate. Future studies should include such data in the analysis. They might also cross‐index findings by company size, industry sector and market scope, and take account of company resources and skills.
Practical implications
The findings provide valuable insights for decision makers and marketing planners in times of economic crisis, specifically in the Turkish context but potentially in general.
Originality/value
Adds a specific focus on marketing strategies to existing studies of general measures taken by companies during economic crises.
Details
Keywords
Mehmet Haluk Köksal and Engin Özgül
The purpose of this paper is to determine the export competitive advantage differences between high‐ and low‐performing companies in Turkey. The paper specifically and separately…
Abstract
Purpose
The purpose of this paper is to determine the export competitive advantage differences between high‐ and low‐performing companies in Turkey. The paper specifically and separately analyzes the companies' export resources, export skills, and export competitive advantages in order to identify the discrimination effects of each variable.
Design/methodology/approach
A structured questionnaire was sent to 98 Turkish exporting companies through the mail. The response rate was 28 percent.
Findings
The brand image, product quality, and cost of goods sold in the export markets are found to be the most important competitive advantage factors leading to success in the export markets, whilst the ability to understand consumers' needs and wants, and developing strong relationships with consumers in the marketplace are found to be important skills associated with success in the export markets. The paper also reveals that the export managers' knowledge is the key resource that differentiates successful export companies from unsuccessful ones.
Originality/value
Although some of the studies in the literature have focused on the competitive advantages, resources, and skills in general, there is a lack of studies specifically investigating the export competitive advantage differences between high‐ and low‐performing companies.