The aim of this qualitative study was to study whether Icelandic companies view the recession as an opportunity to strengthen their businesses and invest aggressively in marketing to establish better results than the competitors in a recession.
Markmið þessarar megindlegu rannsóknar var að kanna hvort fyrirtæki sem séð hafa tækifæri í kreppunni og fjárfest meira í markaðsstarfi en keppinautarnir hafi náð betri árangri eftir hrun bankanna í október 2008.