Business cycle dating committee national bureau
Before 2000, academic marketing research on the topic was scarce.
In a 2005 review by Srinivasan, Rangaswamy and Lilien (p.
110), only three studies (Coulson We organize our discussion of the main insights from these studies along the following five dimensions: (1) the key focus of the study (output metric, marketing input, or marketing-mix effectiveness), (2) the type of industry (durables, non-durables, and services, in either a B2B or B2C setting), (3) the geographic coverage (single country, multi-country, or global), (4) the data characteristics (temporal aggregation and time span) and, finally, (5) the temporary versus permanent nature of the BC impact.
Figure A first distinction is based on the focus of the study, where we distinguish three streams of research.
National-brand manufacturers reduce major new product introductions, advertising and promotional pressure, while retailers support their private labels in a contraction, causing a counter-cyclical private-label success that is only partly recovered in subsequent expansions.
Triggered by impactful changes that force many managers to reconsider, and even turn around, their “normal” business activities, BCs (and especially economic contractions) have caught a renewed attention from marketing researchers over the last 15 years.
This has resulted in a new stream of literature that provides marketing managers with guidelines on how to weather tight economic times.
that analyzed the net profit margins and sales of more than 2500 companies, about 24% more firms moved from the back of the pack to a leadership position in the 2001 downturn compared with the subsequent period of economic calm.
Meanwhile, about one-fifth of all leading firms—those in the top quartile in their industry based on financial performance—fell to the bottom quartile in the 2001 economic downturn ().