The Role of Market Orientation in Advertising Spending During Economic Collapse: The Case of Turkey in 2001

Peren Özturan, Ayşegül Özsomer, Rik Pieters

Research output: Contribution to journalJournal articleResearchpeer-review


The authors investigate the role of market orientation in advertising spending during economic contraction. They use the 2001 economic collapse in Turkey as the empirical context in which to test hypotheses regarding why some firms increase their advertising spending in a contraction period while the majority of firms cut back. Analyzing market orientation at the level of its intelligence and responsiveness facets, they find the responsiveness facet to be positively associated with increases in advertising spending but observe the intelligence facet to be negatively associated with advertising spending. Importantly, positive shifts in advertising spending during the economic contraction predict better subsequent business performance. The opposing roles of the intelligence and responsiveness facets disappear in a subsequent economic expansion period. These findings have managerial and theoretical implications. Firms that nurture the responsiveness facet of market orientation during economic contractions go against the tide to increase their advertising spending and experience the performance benefits that such countercyclical actions can amass.

Original languageEnglish
JournalJournal of Marketing Research
Issue number2
Pages (from-to)139-152
Number of pages14
Publication statusPublished - Apr 2014
Externally publishedYes


  • Advertising spending
  • Economic contraction and expansion
  • Market orientation
  • Proactive marketing
  • Responsiveness

Cite this