When business climate change, the most successful companies usually start not performing well. It is good opportunity at that time to enter for others companies into that segment with they uniqueness. The usual cause of the downfall of the successful companies is not ability to adapt. They freeze themselves into one state to protect themselves against market competition, and when market demand something new or change, they fail do react accordingly. We can not say that business owners not recognise market demand change, but point is they do not how to react to new market conditions. Small business and medium business has something in common, it is desire to grow in different dimension, that why when big companies fail, medium and small businesses take some market share. Small and medium businesses can easily redesign some business activities inside in order to serve lost customers from big businesses. The advantage also of small/medium business is to adapt different strategies and segments of the business to the new state of the economic conditions and offer better solutions than big companies offer. The good opportunity for small/medium companies, is to study current weaknesses and problems of the big companies in they niche, and design one bit of the business segment to offer this solutions.
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From @bestnes