What Should I Do Today? In six months? In two years?

A company’s response to the crisis will be defined by whether it has made preparations long before it hits. The first thing firms need to do is assess how prepared they are for the recession. If the company has diligently laid the groundwork and meets the criteria set out by IESE Prof. José L. Nueno, the first six months could be a good time to launch new products before demand falls sharply. And at the one-year mark, firms looking to buy retail space could pick up some bargains as sites previously priced beyond their price range may now fall within it. These are a few of the opportunities available to well-prepared companies to gain the few advantages a recession can bring.


José Luis Nueno wrote this article, publihed in Alumni Magazine, January-March 2009

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