Contribution of crisis management strategies in improving marketing performance in economic institutions a study of Algerian Economic Institutions

Abstract

Dealing with crises is one of the most important areas of focus for management, given the ongoing challenges faced by organizations. This requires management to be highly efficient, with the ability to think creatively in order to make appropriate and timely decisions. The goal is to overcome the crisis, ensure continuity, and take advantage of opportunities arising from it to improve overall organizational performance. Modern crisis response strategies are among the most effective strategies in managing crises and improving performance. This research aims to evaluate the modern crisis management strategies employed in economic institutions in Algeria, and their role in improving marketing performance in these institutions, as well as examining the relationship between them. To achieve this, four hypotheses were formulated, and a descriptive and analytical method was used to describe the study variables. A questionnaire was employed to collect data, which was then analyzed using statistical tests, the most important of which are the arithmetic mean test and simple linear regression test. The study reached several conclusions, the most important of which is the positive role of modern crisis management strategies in improving marketing performance in economic institutions.