The Marketing Eye, Marketing Services, Uckfield, East Sussex

Post Recession Success

Wednesday, 10 March 2010

This article describes a year-long research project, which analysed corporate performance during the last three recessions. It found that companies which simply take cost-cutting measures during a recession don't necessarily prosper after it ends, while 85% of market leaders lose their position after a downturn. In contrast, businesses that cut costs selectively, but spend more on marketing, R&D and assets, are likely to be 'post-recession winners'.

Harvard Business Review, March 2010, pp62-69

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