Crescer em tempos de recessão (parte II)

Parte I.
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Outro ponto interessante a sublinhar em "Strategies for Superior Performance under Adverse Conditions: A focus on Small and Medium Sized High-Growth Firms" é:

"[Moi ici: Em tempos de recessão] we found that firms make an intentional search for high-margin products, while avoiding aggressive price competition and maintaining tight control of costs. We demonstrate that an adverse environment does not necessarily inhibit firm growth and that individual firm specific strategies can be invoked to overcome volatile market conditions.
...
most high growers further pursue a product-/service-customization strategy. Their owners admitted that such a strategy enables them to maintain close contact with their customers and to first address new market trends. Indeed, as smaller firms are closer to the customer, they can attain a better understanding of their needs, adapt their products/services accordingly, and achieve the quality required. Therefore, by offering highly innovative and at the same time customised and unique solutions, smaller firms can “successfully compete with well established incumbents…. avoid price competition… create new demand and, thus, facilitate firm growth”.
None of our firms are cost leaders. This is as such not surprising and well documented in the literature, as small firms lack the scale to exploit economies. Nonetheless, they all stressed the importance of a low-cost strategy; they provided evidence of cost control systems, and all avoided price wars with their competitors. They preferred building up a reputation for providing better quality rather than better prices. These findings accord with previous empirical studies supporting the importance of low-cost strategies, irrespective of the core strategies employed. Thus, we confirm and enrich the literature by showing that innovative and highly tailored strategies are pertinent for the success of a small firm in adverse conditions, conditional upon being accompanied by low-cost tactics."

É claro que este estudo é para PMEs a actuar num habitat específico, o Reino Unido, talvez nem tudo seja transponível para a nossa realidade. Contudo, apraz-me sublinhar esta prática que também vejo nas PMEs portuguesas bem sucedidas:

• contacto próximo com os clientes;
• aposta na diferenciação/customização;
• controlo de custos, apesar de não seguirem uma estratégia low-cost