Pedal to the metal:
Right tactic towards tail end of crisis
History shows that stamping on the brakes when nearing the end of a recession is a bad move. Because that is when it is easiest to grab new market shares. Which is something that several TUR exhibitors have made the most of.
“It’s absolutely the right way to go,” says Björn Axelsson, Professor of Business Administration at Stockholm School of Economics.
There are increasing signs that the recession is starting to come to an end; the world’s financial markets are reporting about stabilisation, and consumption is slowly starting to take off again. So right now - when competitors are still pressing on the brakes - is exactly the time to grab the opportunity to increase market shares.
“The best way out of a recession is to invest boldly and get set for the upswing. Many future-oriented measures need not involve very large financial investments,” says Björn Axelsson.
City Airline is one of the companies investing in long-term expansion in the middle of a recession. Early October, it announced that it would launching seven new direct routes from Gothenburg-Landvetter Airport in spring 2010. A major reason behind the company’s push is that it sees the positive way the private market is developing as providing a good opportunity to grow and take markets shares. In line with this, the company will have a big see-us stand at TUR 2010, and feature better offers than ever before.
“We’ve taken part in TUR for many years and see the fair as an ideal opportunity to present our news. In addition, we will begin flying the new routes on 29 March, which coincides nicely with the fair,” says Camilla Jonsson, Sales Manager, City Airline.
Read more about what Björn Axelsson, Professor of Business Administration, Stockholm School of Economics, thinks about pressing the pedal to the metal in a recession (article in Swedish only).