As innovation is the engine of growth, it is important to continuously invest. But during challenging economic times, we face difficult decisions as manufacturers: Should we continue to invest in innovationor save money? Should we cut production costs? Reduce the advertising budget? To answer thesequestions, we studied recessionary times in a variety of markets over the past 30 years.
Launching innovations during economic slowdown
Mark GillespieThe Nielsen BASES, United Kingdom
Marcin PenconekThe Nielsen BASES, Poland
INTRODUCTION: THE CURRENT ECONOMIC SLOWDOWN IS IMPACTING CONSUMERS' ATTITUDES AND BEHAVIOR1
Consumers around the world...