文档介绍：How to win in a financial crisis
DOMINIC BARTON, ROBERTO NEWELL, AND GREGORY WILSON
The McKinsey Quarterly, 2002 Number 4
Simple survival is the first strategy that most e up with when confronting a financial crisis. The savviest managers, however, realize that a period of great uncertainty, with financial petitive landscapes changing almost overnight, can be the ideal time to make important strategic gains.
Douglas Daft, Coca-Cola’s chief executive, knows the feeling. In 1997, as head of pany’s Asian operations, he watched capital investment turn fickle and devaluations deepen while a financial storm swept across much of Asia. As panic spread, Daft summoned his executives to a series of workshops about how Coca-Cola could capture new growth opportunities and emerge strengthened from the trauma. After all, pany had achieved one of its greatest breakthroughs in international markets at the end of World War II, when it discovered new opportunities in the broken landscape of Western Europe.
Daft emerged with a focus on acquisition opportunities that, he calculated, would be unchained by the turmoil. Over the next few years, Coca-Cola bought a bottling business in South Korea, giving pany better access to the mom-and-pop retail stores there, and gained better access in China, Japan, and Malaysia. pany abandoned its country-defined market perspective in favor of a more region