How to Achieve Resilient Growth Throughout the Business Cycle

The world is currently in the longest business cycle on record, and economic indicators are sending mixed signals, leaving investors, executives and policy makers scratching their heads. Despite the uncertainty, companies can build growth resilience, the authors argue, if they act like market creators — or blue-ocean companies — rather than market competitors. While most companies benefit from a rising economic tide, market creators maintain a growth edge during a downturn, because their innovative value captures a greater share of consumer demand and pulls new buyers into the market. The authors offer four pieces of advice for companies looking to manage growth through market cycles.