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Research indicates that market share changes more during a down economy than at any other time, offering businesses unparalleled opportunities if they’re willing to make a strategic investment at a time when most businesses pare down to weather the storm. As reported today on NPR, one-third of industry leaders come out of a recession in a lower market position.

The U.S has just been through its worst recession in decades. More than 100 banks have failed and countless businesses have gone under. But there’s a growing body of research that suggests some companies actually do well in recessions. That’s because recessions create opportunities that don’t tend to occur when the economy is humming along. Inevitably, some companies are able to take advantage of these opportunities.

Rigby has research to back up his racetrack analogy. It shows that market share changes more during a downturn than at any other time. Other research also demonstrates that one-third of industry leaders come out of a recession as industry laggards. And those who start out as laggards emerge as leaders. The reason, Rigby says, is that while people and businesses may spend less during recessions, they also spend differently, and that creates opportunities.

Click here to go to the story on NPR.org.

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