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As the global economic recovery slowly gathers pace, many companies remain focused on preventing further financial losses rather than ensuring future gains. They simply ducked for cover during the recession, trimming staff, paring research and marketing budgets, and curbing other costs wherever possible. Sensible moves, no doubt, given the gravity of the downturn. But too many companies failed to use this time of uncertainty to prepare fully for the upturn. The aim of this study is to examine the ways in which firms have made significant changes during the downturn, in order to highlight the types of obstacles they have encountered, and to report on how they have put those changes into effect.
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