Identify and capture pockets of profitable growth. Investor logic will be needed to fund demand; companies will have to be ready to reallocate exploration and marketing expenses quickly. Every commercial investment or promotion must be weighed against the risk of triggering a price war that could aggravate a situation already marked by a slump in volume. To achieve this delicate balance, companies must also think about the unilateral communication they intend to conduct on this risk with all players in their sector, in order to prevent competitive approaches that destroy value.
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