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2017 | OriginalPaper | Buchkapitel

12. Business-Cycle Research in Marketing

verfasst von : Barbara Deleersnyder, Marnik G. Dekimpe

Erschienen in: Handbook of Marketing Decision Models

Verlag: Springer International Publishing

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Abstract

The recent Global Financial crisis has reminded companies that macro-economic developments, and especially business-cycle fluctuations, can be among the most influential determinants of a firm’s activities and performance.

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While the majority of the studies in this area rely on objective or “hard” economic data to assess the state of the economy, occasionally, marketing studies have also used surveys to evaluate consumers’ and/or managers’ perception about the ‘severity of the recession’ affecting their industry (e.g., Srinivasan et al. 2005).

It is not necessary to include an intercept in Eq. 12.8, as both series are zero-reverting after filtering.

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Titel: Business-Cycle Research in Marketing
verfasst von: Barbara Deleersnyder
Marnik G. Dekimpe
Verlag: Springer International Publishing
Buch: Handbook of Marketing Decision Models
Print ISBN: 978-3-319-56939-0

Electronic ISBN: 978-3-319-56941-3

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-56941-3_12

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