Brand advertising competition across economic cycles

Brand advertising competition across economic cycles

The business cycle is known to structurally alter the competitive dynamics in the market. Despite shrinking budgets, research uncovers that brands respond more aggressively to competitors’ advertising in economic contractions.

In this research, we focus on competitive reaction to advertising attack across the business cycle, contribute to business cycle literature, and provide managers with tools to combat recessionary environments.

Photo: Shutterstock

Kort og godt

Kan bookes i

Hovedstaden

Teknisk udstyr

Projector

Emne

Teknologi og Innovation
Kultur og Samfund

Målgruppe

Voksne

Varighed

10 minutes

Forsker

Peren Ozturan Sabahat

Ansættelsessted

Copenhagen Business School

Titel

Associate Professor

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