Crises and Their Role in Creating Marketing Opportunities

Abstract:
This study explores the role of crises in creating marketing opportunities through a descriptive (theoretical) approach within the Libyan context. The researcher aimed to answer the following key questions:

1. What are crises, what causes them, and what are the strategies for dealing with them?
2. What are marketing opportunities and how are they created?

The study also aimed to achieve the following objectives:

• Provide a conceptual framework for crises, their causes, and the stages of their development.
• Define the concept of marketing opportunities, how they emerge, and the key elements that support their creation.
• Examine the crisis experienced by the electricity sector in Libya and identify its causes.
• Explore the marketing opportunities that some organizations were able to seize during the electricity sector crisis and the methods used to do so.
• Draw conclusions and offer suggestions and recommendations that could contribute to addressing such crises.