Fear of a Recession

Lovelock, Christopher H.
September 1997
Marketing Management;Fall97, Vol. 6 Issue 3, p14
The article discusses about recession in the context of marketing management. According to him, a major recession particularly threatens services firms because their expensive productive capacity cannot produce for inventory during periods of low demand. He further added that the skills of the organization's most knowledgeable front-line employees, once laid off, are not easily replaced later by newcomers. He enumerated some characteristics of a service firm that are likely at risk from a recession and the business implications of reactive strategies used by firms during a recession. As a conclusion, he recommends some steps on how to prepare for an eventual recession.


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