Table of Contents
Introduction Finding Opportunity in Adversity ix
Start by avoiding four mistaken ideas Martin Reeves
Section 1 Startegy in the Recession
1 Adapt Your Business to the New Reality 3
Understand how habits have changed Michael G. Jacobides Martin Reeves
2 Avoid Making This Strategic Mistake in a Recession 19
Now is not the time for differentiators to compete on cost Michael Greiner Scott Julian
Section 2 Managing Your Business Through the Recession
1 What Really Prevents Companies from Thriving in a Recession 27
It's about knowing how to reallocate-and deallocate-resources Ranjay Gulati Mark Wiedman
4 Do You Have the Right Sales Channels for a Downturn? 35
Three questions manufacturers should be asking themselves right now Andris A. Zoltners Prabhakant Sinha Sally E. Lorimer John DeSarbo
5 Joint Ventures and Partnerships in a Downturn 45
How to think about your existing collaborations-and the new ones you should seek out James Bamford Gerard Baynham David Ernst
5 Don't Cut Your Marketing Budget in a Recession 65
Research shows that when firms reallocate their marketing budget, they have more success Nirmalya Kumar Koen Pauwels
7 Seven Strategies for Leading a Crisis-Driven Reorg 75
Start by moving quickly but always with a plan Peter Buchas Stephen Heidari-Robinson Suzanne Heywood Matthias Qian
Section 3 Entrepreneurship and Startups in the Recession
8 You Don't Have to Pivot in a Crisis 87
How to stay the course Daniel Isenberg Alessandro Di Fiore
9 How to Launch a Startup in the Post-Covid Era 97
Understand the market and the needs of the consumer to stay in the game Uri Adoni
Section 4 Managing Yourself and Your Career in the Recession
10 How to Find a [Great] Job During a Downturn 107
Yes, it's possible-with a detailed plan of action Claudio Fernández-Aráoz
11 Growth After Trauma 123
Five steps for coming out of a crisis stronger Richard G. Tedeschi
About the Contributors 139
Index 145
