Abstract
Although demarketing is widely offered as a potentially effective strategic response to the environment of economic shortages, empirical assessment of its application in either domestic or global markets is lacking. This paper explores the relationship between the incidence of economic shortages and demarketing activity performance in six African countries. The study results suggest the existence of several forms of shortage marketing environments which reflect different approaches to demarketing. The paper concludes with observations on methods firms employ to adapt their marketing programs in an environment of scarcity within seller-dominated economies.
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Dadzie, K.Q. Demarketing strategy in shortage marketing environment. JAMS 17, 157–165 (1989). https://doi.org/10.1007/BF02723374
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DOI: https://doi.org/10.1007/BF02723374