1. They play defence and offence: Besides protecting their market position, these companies are still looking to strengthen their strategic position.
2. They actively seek growth: Growth leaders continually work on the three axes of the “Growth Cube” – new customer segments, new products or services (innovation) and new geographies (emerging markets).
3. They continue to invest in the core: Instead of milking the core business during difficult times, they further sub-segment their markets, re-evaluate the customer portfolio, renew their marketing spends and enhance their customer service levels.
4. They re-visit the customer value equation: Growth leaders capitalise on changing customer requirements to re-create their business and/or pricing model and capture a higher share of consumer spending.
5. They stay nimble and opportunistic: Recognizing competitors’ weakness, they will thrust forward as others withdraw or retrench. M&A becomes a more efficient tool for growth as assets become cheaper.