Stages and Measuring of the Business Cycle
Keywords:
Business, CycleAbstract
Historically, business cycle (BC) changes have been ignored in marketing studies. However, a severe recession rocked the global economy at the start of the twenty-first century, reminding marketers that BCs may seriously disrupt commercial activity and even jeopardise the survival chances of many enterprises. Business cycles, or BA cycles, are characterised by a period of growth followed by a period of contraction, a period of recovery, and then a period of growth. BA cycles are recurring but not periodic, and their duration can range from more than a year to ten or twelve years.
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