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Making good out of the bad

But there appears to be a silver lining this cloud. As companies are normally scrutinised every quarter on their profitability, the pressure is always on to keep the numbers healthy. But at times like this, Porter says that the stock price and quarterly results actually don��t matter very much because nobody is going to look good. And trying to look a little better when everybody is bad doesn��t really get you much.

He adds that it is ironic that during such trying times that companies have the greatest flexibility to make unprecedented moves and investments that they would otherwise not have been able to do in more normal periods when they��re under more short-term scrutiny.

��At times like these, there��s a possibility to make moves that you could never dream of making before ��We��ve got to see this for what it is. We��re going to have to understand that the rules of economics and competition are going to continue, and we��ve got to take advantage of this period to try to move our business forward.��

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