1
Investigating the Role of Marketing Decisions on Firms Operating Performance after
Announcing Bankruptcy
Abstract
The previous literature discussed the different factors leading to bankruptcy announcement. The
focus of all these studies is on the period before the bankruptcy announcement. A few research
examined the actions firms must take after bankruptcy. Some studies have been done on the
general strategies firms must undertake after filing bankruptcy to be successful. However, none
of these research examined the effect of specific marketing actions on the firm performance after
bankruptcy. In this research, we are proposing a conceptual framework to investigate the effect
of some specific marketing actions regarding the 4Ps on the firm performance after announcing
bankruptcy. With regards the product, we offered R&D investments as a tool to cope with the
possible changes in customers’ preferences by changing the product features. With regards to
place, we offered channel intensity as an indicator of the firm performance. Regarding the
promotion, we proposed that advertising assets can affect firm performance, and finally with
regards to the price, we examined the role of price reduction on firm performance. We also