Faganel, Armand

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Marketing in the Post-Crisis World:An Introduction to the Thematic IssueArmand FaganelI am pleased to welcome you to this special issue of the Managing Glo-bal Transitions journal. We could say that mgt is already positioned asan established scholarly journal of the broad management discipline thatfocuses on important questions of diverse management fields. The pur-pose of this edition is to provide you with some insights on marketingissues in the post-crisis world. Most of the companies during the reces-sion freeze and wait for the crisis to be over. This phenomenon showsin forms of cutting prices and losing profit, cutting advertising, and di-smissing employees. Rising interest rates influences companies to investless, which leads to lower purchasing power. So during crisis the unem-ployment grows and leads to lower demand. All this can be reflectedin a psychological spiral with more people losing jobs because of lowerspending. Consumers will first give up on products that are not tied tohigh-positioned values. In diﬃcult times, the behaviour of consumersand businesses changes, this is why the time of crisis presents an oppor-tunity to implement marketing and demonstrate its responsibility, equi-valent to other business functions. Marketing is in the first line manage-ment of product, price, place and promotion and these are characteristicsthat companies try to reconsider and adapt to in the time of crisis. Theknowledgeable, informed and technologically skilled consumer cannotbe underestimated.at Kearney predicts that the crisis will aﬀect the speed of industriesconcentration which will require a unique ability to develop market ni-ches for small companies in the new competitive environment. To assurelong-term existence of small companies these niches should be interna-tional. The project approach is proposed for risk management and toidentify the opportunities. Opportunities should be seized in five areas:smart acquisitions, organic growth of market share, focus on growth se-gments, cost opportunities and opportunities for restructuring. In consi-dering the globalization of business it is necessary to be patient; strategiesthat work in the home country have to be adapted to diﬀerent situationsin emerging foreign markets.The authors in this thematic edition frame the issue of marketing wi-Managing Global Transitions 9 (2): 107–109108 Armand Faganelthin the broad ground of crisis, and deal with current views on the roleof marketing in society and business in turbulent times. Five articles areincluded and they represent the truly international character of mgt.David Starr-Glass discusses the theoretical and practical implications ofchanges in trust for both transactional and relationship marketing asa causative factor of the present recession. By looking inside these twoapproaches to marketing the article seeks to examine the nature and cre-ation of trust, reciprocity, and wariness. Due to a perceived decrease intrust, some reconsiderations and realignments in strategic marketing aresuggested.DušanMalindžák, JaroslavMervart and Radim Lenort’s article is moreapplicative and is focused on the design of the logistic principles enablingan enterprise to create a strategy flexible in terms of business and marke-ting, and stable and steady in terms of manufacturing. Their purpose isto suggest how to prepare a strategy for a shorter period and to modifythis strategy based on changes in market conditions, a flexible model toadapt strategy fast in the times of crisis.The third article assesses the state of values and consumption pat-terns of post-crisis consumers in Slovenia, using methods of online focusgroup, quantitative and qualitative content analysis of media and docu-ments. Armand Faganel’s findings confirm that a slight shift has been no-ticed from the consumerism orientation toward a more conscious spen-ding attitude, and consumers’ values have indicated the change of direc-tion from the individualistic to the community and family driven.Michael M. Goldman’s article deals with post-crisis sports marketingbusiness model shifts. The results of the research conducted at market-leading sports marketing businesses in South Africa show four signifi-cant business model shifts, influencing the customer value proposition,agency relationships, revenue models and staﬃng approaches of sportsmarketing companies. A suggestion to revisit the business model uponwhich sports marketing businesses compete in a post-crisis world is pro-posed.The final paper is again very applicative; Danijel Bratina presents theresearch findings of a toy brands sales promotions study conducted pre-and mid-crisis. The research objectives were to determine the impactof economic crisis determinants (lowered purchasing power, increasedunemployment rates, changed purchasing behaviour of consumers) onnew years’ toy sales, in particularly the impact on known brands sales vs.sales of unbranded products. Findings show that although themean pur-Managing Global TransitionsMarketing in the Post-Crisis World 109chase amount had considerably diminished in year 2009, major brandssales had not been aﬀected at all. It represents a clear confirmation ofthe previously speculated assumption that consumers are not willing torenounce products or services tied to high-positioned values.In front of you is a successful mix of theoretical and applicative pa-pers, which unveil a small part of the huge field of marketing in specialcircumstances. Consumers’ values, needs and perceptions are constan-tly changing, so the science and practice of marketing has to evolve too.I wish you a lot of pleasure in reading the pages.Volume 9 · Number 2 · Summer 2011

Marketing in the post-crisis world

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Marketing in the post-crisis world

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