Recessions — there may not be anything we can do to stop
them, but we have plenty of choices when it comes to our
response.
During a recession too much time can be spent trying to guess
what impact it may have, while too little time is spent exploring
the strategic options available.
Survive, Exploit, Disrupt addresses the need for
companies to shift their strategic thinking during an economic
downturn. As trends change and consumer behaviour becomes less
predictable, companies that triumph over economic downturn fall
into three categories: survivors, exploiters and disrupters.
This book shows executives how to navigate their way through the
many challenges a recession represents for their business, and
capitalise on the opportunities these periods of upheaval
present.
Inside you’ll discover:
* the drivers of change during a recession
* how to adapt to recessionary periods
* how to exploit growth opportunities and identify disruptive
opportunities
* specific actions you can take to survive a recession.
The result is a solid basis for recession-proof strategy that
companies can implement to ensure that they survive the tough
times.
Table of Content
Acknowledgements.
A philosophical introduction to a hard-edged topic.
Part I: Strategic considerations.
1 Challenges and opportunities.
2 The myth of spending your way out of a recession.
3 Survivor: aligning marketing strategies with the emerging
operating environment.
4 Exploiter: strategies that deliver incremental, lumpy
growth.
5 Disrupter: reinventing the business.
6 Moving into action mode.
Part II: Action guidelines.
7 Actions for survivors.
8 Actions for exploiters.
9 Actions for disrupters.
Conclusion.
Appendix: brand vision archetypes: a brand is an experience,
not a set of descriptive attributes.
Recommended reading.
Index.
About the author
Dr Peter Steidl is Partner, Business Planning with Mindshare
Australia and serves on the board of the Institute for Multi-sensor
Processing Content Analysis at Curtin University.
While we live in a world of specialisation, Peter sees himself as a
generalist who places importance on collecting varied experiences
rather than just doing more of the same. He is known for his
ability to make sense of the bigger picture and apply that to
identifying practical solutions. He has lived and worked as a
consultant in the UK, Germany, Austria and Australia and has
carried out assignments in more than 15 countries on four
continents. He counts some 30 Fortune Global 500 companies
including several in the top 100 among his clients.
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