A Macromarketing Response to Crisis – Creating Shared Value for Market Recovery
Published online on February 27, 2026
Abstract
Journal of Macromarketing, Volume 46, Issue 2, Page 143-159, June 2026.
Crises are commonly treated as episodic disruptions that interrupt otherwise stable market processes. This framing casts crises as external shocks and resilience as a technical capacity to absorb and recover from them. In contrast, this paper advances a ...
Crises are commonly treated as episodic disruptions that interrupt otherwise stable market processes. This framing casts crises as external shocks and resilience as a technical capacity to absorb and recover from them. In contrast, this paper advances a ...