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Tune into customer sentiment to increase your company’s profits


Bob Shaw of Forbes.com discusses how companies can grow in tough times by tuning into consumers' pricing and discount sentiments.

Shaw observes that managing for profitability becomes a real challenge when the cost of raw materials and energy has spiked but customers are in a deflationary state of mind.

He says: "Chasing market share to grow revenue is one logical step, but it's hard to do when the economy is still in recovery mode. Even if it works, growing the top line may not add to the bottom line if it comes at the expense of margins."

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