The Effect of Firm Size, Sector and Age in the Relation between Proactive Marketing and Firm Performance in Times of Crisis: A Multigroup Analysis

Economic crises represent a threat to the survival of firms. However, a strategic marketing response can contribute to transform said threat into an opportunity. This study analyzes if the relation between proactive marketing and firm performance in times of crisis is moderated by firm size, sector and age by using a multigroup analysis with structural equations focused on Spanish firms during the current economic crisis. The authors found that there is a significant relation between competitive advantage, given by a proactive marketing response, and firm performance. However, only the age variable significantly moderates this relation. Although crises may affect firms unequally, the relevant course of action is taking advantage of resources and potentiate capabilities to achieve a true competitive advantage.