The marketing services supply chain: delivering the best for less

At the advent of a recession, companies essentially have two options: one is to dig in and aim purely for survival; the other is to reflect on previous recessions, and attempt to discern what strategies could be adopted that could turn a downturn into a period of possible advantage.

The marketing services supply chain: delivering the best for less

Charles KirchnerMarketing Supply Chain International Ltd

Despite some significant blips, melt-downs and 'black weekdays of one sort or another, the last meaningful recession took place in the late 1980s and early 1990s. This means that it is unlikely that anyone under 40 will have had practical experience of operating in any other business environment than the recent relatively happy past.

For those of us who have been there before, there seem to be two principal options in this situation. The less heroic one is to take flight, dig in...

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