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Marketing In A Downturn: Time To Push The Panic Button?

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Executive Summary

In a crisis, consumers generally start to rein in their spending and save more - just in case. But how should companies then market their goods and services in a downturn? In a new working paper by INSEAD professors 'Paddy' V. Padmanabhan and Pushan Dutt called 'When to push the panic button?', the authors drill down on the impact of economic crises on consumer behaviour in different categories of products and services in developing, as well as developed countries.

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