Prosper in a crisis is difficult but not impossible. Many companies have, as evidenced by success stories in past recessions.

* Kellogs maintained its marketing budget in the Great Depression of the 30s and its main competitor, Post, did not. Kellogg’s came to dominate the market for 50 years.
* Barclaycard doubled its advertising spending in the recession of the early ’90s, while his competitor’s 50% cut. Barclaycard tripled its brand awareness while Access fell by half.
* Google survived the crash of punto.com in early 2000, and went significantly strengthened through the continuous innovation and a strong investment.

And as also demonstrated in the cases of successful current crisis:

* Hyundai has introduced a new model in the U.S. upper class vehicle in the midst of the crisis. Both prices ($ 13,500) as the Marketing CampaignHave been aggressive ( “Give it back if you lose your job during the next year”). The results were clear:
o Many customers are changing their old BMW, Audi, Lexus or Mercedes for a new Hyundai Genesis
o The market share has risen from 2.1% in 2008 to 3.7% in 2009
o Total sales rose 14% in full crisis (2008 to 2009)

The lesson is clear: use the crisis to:

1. Adapt e innovate
2. Focus on the customer
3. and aggressively promote

Darwin put it well in his theory of evolution: “survival of the fittest not, but the one most adaptable to change.”

Alfonso Durán-Pitch, In the book business: a striptease, indicates several points of portraying how the company should be:

* A company in which the choice between “the stick” and “carrot” to break, and in which each elect the “menu” of your choice.
* A company that understands that “change management” is not a fad, but a structural reality.
* A company that assumes that the “change” will no longer be linear but discontinuous.
* A company in which the language is shared and “misunderstandings” are the exception.
* A company that puts the productive economy, as primarily responsible for the generation of “value”.
* A company in which the “trading card swaps” are solely in recess.
* A company able to combine “high tech” (high technology) with “high touch” (the human side of life).
* A company with self-critical capacity, where the peacocks are denied entry.
* A company will for the future.
* A market oriented company, in which marketing is not an isolated function.
* A company whose market is worldwide and not nations / state closer, endangered species.
* A company that does not make the “outsourcing” a panacea.
* A company judokas, not boxers.
* A company in which people are chosen for their potential, not their gender, race or social status.
* A company concerned, open, with a critical eye.
* A company in which managers learn to listen to others.
* An innovative company.
* A company committed to cooperation and not competition.
* A company that is satisfied that the “management” is more an art than a science.