Get ready for the 'new normal'
Adrian Ryans
'Credit crunch', 'downturn', 'recession', 'unemployment' – open a newspaper today and these are the words that leap off the page. When cash is tight, people and companies are only too happy to turn to cheaper alternatives. Firms with a strong brand are somewhat protected, but it is becoming clear that, in many sectors, people and companies are willing to give up well-known brands and premium quality for 'good enough' quality and lower prices. In many industries, low-cost competitors are winning, while their traditional rivals are sailing on very turbulent seas.
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