A stable regulatory context may have changed, potentially creating opportunities that never existed before. Channels may have radically shifted to accommodate new needs or work around new constraints. What made a company successful historically may no longer be possible during or after the crisis. Many businesses simply cannot operate as they have in the past. building the foundation for postcrisis growth in order to remain competitive in the recovery period.reevaluating the innovation initiative portfolio and ensuring resources are allocated appropriately.identifying and quickly addressing new opportunity areas being created by the changing landscape.adapting the core to meet shifting customer needs.Our survey and subsequent interviews with business leaders tell us that many companies are deprioritizing innovation to concentrate on four things: shoring up their core business, pursuing known opportunity spaces, conserving cash and minimizing risk, and waiting until “there is more clarity.” However, we believe that, particularly in times of crisis more urgent actions to take include: Our research suggests that playing it safe may be a shortsighted decision right now. Leaders face an important choice around supporting innovation-led growth in the short term, one that may have lasting consequences for their companies’ ability to grow in the years to come.
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