46 • 100 GREAT BUSINESS IDEAS
Competition requires a large amount of effort and business
acumen: most businesses will, at some time, have to face
circumstances that are exceptionally challenging and strenuous.
There are a number of tactics and techniques that can help guide
an organization through troubled times.
The idea
Many organizations are familiar with the challenge of maintaining
productivity and profi tability when the industry is threatened—
whether that threat comes from global unrest, supplier shortages,
or simply the presence of increasingly threatening competitors.
Among notorious examples of companies that have been unable to
cope with such challenges, the case of Air France is a refreshing
success story. The example of Air France is all the more impressive
given the signifi cant, continuing pressures faced by the airline
industry. In common with other established carriers in Europe
and North America, it found traditional markets threatened by
increasing security concerns, the downturn in the airline industry,
and the rise of low-cost carriers. To remain competitive, Air France
paid special attention to four techniques:
-^ Reacting rapidly: Air France’s main decisions following the
9/11 crisis were taken on September 18, 2001; they were later
adjusted and developed, but the new strategy was developed and
implemented quickly.
-^ Acting collectively: the board meets to react quickly, considering
how best to respond to events and how to coordinate its response.