Gaining Advantage During a Recession

Many companies are tempted to stop marketing during a recession. This is exactly the wrong mindset.

There have been numerous reports about why this approach doesn’t work but one to read carefully is the McKinsey study, “Learn to Love a Recession.” The study spans 18 years and 1,000 companies. Most important, it includes the 1990/91 recession. In an nutshell, companies that focus on gaining marketshare during a recession do better both in the middle of the crisis and for the following years.

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