The Impact of Proactive Strategies on Market Performance in Economic Downturn: the Case of Hungary

Recession in 2008/09 affected almost all the European countries seriously but some of them were hurt to greater extent. The timing of economic downturns can never be appropriate but it found Hungary at the time when it was in a vulnerable condition leading to a prolong struggle to find the way out. However, each company’s own experience and approach in crisis can differ from what the whole economy would explain. This study aims to contribute to the emerging research field regarding the concept of proactive marketing. We investigated the relationship between approach to crisis as an opportunity and market performance. Based on a survey of 173 companies we demonstrated that proactive marketing can lead to better performance but larger companies have the advantage of implementing this strategy more successfully.

Válságkezelés Európában: új gazdaságfilozófia felé? (Towards a New Philosophy of Crisis Management in Europe?)

Az évek óta tartó európai válságkezelés leírása és a részletek bemutatása helyett a rögtönzött, politikai alapon hozott lépések gazdaságelméleti értelmezésére törekszünk. Kutatási alapkérdésünk a következő: igaz-e még a 70-es évek végének felismerése, ami szerint sem szerkezeti, sem szabályozási eredetű válságot nem lehet keresletélénkítéssel leküzdeni? Igaz-e, hogy a szuverén EU-tagállamokon belül bármi okból hiányzó belső elköteleződést nem lehet pótolni a külső fegyelmezéssel? Ennek fényében vizsgáljuk a költségvetési és a bankunió 2012 októberében körvonalazott és jóváhagyott tervezetét is. _____ This paper attempts to provide a theoretical interpretation of new policy initiatives in the EU culminating in the launching of a fiscal and banking union in June, 2012. This step is reinforced by the new ECB strategy launched in September 2012. These measures were a result of a series of policy improvisations rather than of any secret master plan, still they add up to a new model of European integration. Our research question is if, and to what degrees the insights from the crisis of the 1970s hold. Accordingly no amount of easy money may remedy ills deriving from regulatory and structural inefficiencies. Second, we contend that no amount of external straightjacket/disciplining may replace domestic commitment of national governments in implementing structural reforms rather than fiscal adjustments on the margin.