Chris Zook and James Allan maintain that during downturns weaker businesses are in effect the shock absorbers of their sectors – they maintain that the swings to their margin are often three to five times that of the leader. 

That gives those companies with a strong focussed core the opportunity to invest and gain ground on the weaker competitors during the downturn and indeed the subsequent recovery. That is why you need strong viable and state of the art Marketing & Sales strategies.

Chris and James have written a book called A return to growth in turbulent times, which should be available soon. If you would like more on this subject drop me an email and I will send you more.