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How Successful Companies Overcome Times of Crisis: 3 Case Studies to Inspire You

How Successful Companies Overcome Times of Crisis: 3 Case Studies to Inspire You
Crises are inevitable in the business world. They can be caused by external factors such as economic downturns, epidemics, natural disasters, or political instability, or by internal factors such as mismanagement, fraud, or product failures. Crises can threaten the survival and reputation of a company, as well as its stakeholders, customers, and employees.

However, crises can also be opportunities for growth and innovation. Some companies have managed to overcome crises by adopting effective strategies, such as adapting to changing customer needs, leveraging technology and automation, focusing on core competencies, and communicating transparently and honestly. These companies have not only survived, but thrived in the aftermath of a crisis, and have become role models for others.


This article examines three renowned companies that faced significant crises and emerged stronger. Their stories offer invaluable lessons for small businesses preparing for potential challenges in 2024. Furthermore, we'll discuss how being part of communities like the Eud Foundation can bolster a company's resilience in tough times.


Case Study 1: Nike


Case Study 1: Nike

Nike is one of the world’s leading sports brands, with annual revenues of over $44 billion in 20211. However, in 2022, Nike faced a major crisis due to the COVID-19 pandemic and its impact on its supply chain and customer demand. Nike lost three months of production due to factory shutdowns in Vietnam, which produced more than half of its shoes and 30 percent of its apparel. Moreover, Nike faced transportation delays, port congestion, and container shortages that affected product availability.


How did Nike overcome this crisis? Nike leveraged automation to overcome supply chain challenges. Nike implemented 1,000 collaborative robots, or “cobots”, in its distribution centers to increase order processing speed. These cobots can sort, pack, and move products, and have helped Nike to triple its digital order capacity in North America, Europe, the Middle East, and Africa2. Nike also partnered with local US drayage carriers under the “Sole Train” initiative to expedite deliveries.


Additionally, Nike adapted to changing customer needs and preferences. Nike focused on its direct-to-consumer (DTC) channel, which grew by 32 percent in 2021, and accounted for 39 percent of its total revenue. Nike also invested in its digital platforms, such as its e-commerce site, mobile apps, and social media, to engage with its customers and offer personalized experiences and recommendations. Nike also launched new products and services, such as its Nike Adventure Club, a subscription service for kids’ shoes, and its Nike Fit, a digital tool that helps customers find the right shoe size.


As a result of its crisis management strategies, Nike was able to recover from the pandemic and achieve record revenues and profits in 2021. Nike also improved its brand loyalty and customer satisfaction, as well as its operational efficiency and innovation.


Case Study 2: LEGO


Case Study 2: LEGO

LEGO is one of the world’s most popular toy brands, with annual revenues of over $6 billion in 2020. However, in 2004, LEGO faced a severe crisis that almost led to its bankruptcy. LEGO had recorded its biggest-ever loss of around $250 million in 2004, due to its management team operating in silos across six market regions and a lack of profitable innovation. LEGO had also diversified into unrelated businesses, such as theme parks, lifestyle clothing, TV series, DVDs, and video games, which diluted its brand identity and core competencies.


How did LEGO overcome this crisis? LEGO focused on its financial processes and core products to become profitable again. LEGO’s CEO, Jørgen Vig Knudstorp, and its finance director, Jesper Oveson, implemented short-term life-saving actions, such as setting financial targets, managing cash flow, reducing the product-to-market time, cutting the number of components from 7,000 to 3,000, and improving processes to cut operational costs. LEGO also sold off its non-core businesses, such as its theme parks and video game division, and outsourced some of its production to lower-cost countries.


Moreover, LEGO revived its innovation and customer focus. LEGO restructured its organization to foster collaboration and creativity, and established a new innovation unit, LEGO Future Lab, to develop new products and concepts. LEGO also engaged with its customers, especially its loyal fan base, to co-create new products, such as the LEGO Ideas platform, where users can submit and vote for new product ideas. LEGO also expanded its product portfolio to cater to different segments and markets, such as the LEGO Education, LEGO Architecture, LEGO Technic, and LEGO Friends lines.


As a result of its crisis management strategies, LEGO was able to turn around its financial performance and achieve record revenues and profits in the following years. LEGO also regained its brand strength and customer loyalty, as well as its innovation and quality.


Case Study 3: Amazon


Case Study 3: Amazon

Amazon is one of the world’s largest and most valuable companies, with annual revenues of over $386 billion in 2020. However, in 2001, Amazon faced a serious crisis due to the dot-com bubble burst and the 9/11 terrorist attacks. Amazon had accumulated losses of over $3 billion since its inception in 1994, and was struggling to survive in the face of fierce competition, low margins, and high costs. Amazon’s stock price had plummeted from $113 in 1999 to $6 in 2001, and many analysts and investors doubted its future viability.


How did Amazon overcome this crisis? Amazon diversified its business model and invested in long-term growth. Amazon’s founder and CEO, Jeff Bezos, decided to transform Amazon from an online bookstore to an online marketplace, where third-party sellers could offer their products and services to Amazon’s customers, and Amazon could earn commissions and fees from them. Amazon also launched new businesses and categories, such as Amazon Web Services (AWS), a cloud computing platform, Amazon Prime, a subscription service that offers free shipping and other benefits, and Amazon Kindle, an e-reader device.


Additionally, Amazon maintained its customer-centric culture and innovation. Amazon continued to invest in improving its customer experience, such as by offering low prices, fast delivery, wide selection, and easy returns. Amazon also invested in research and development, and introduced new products and services, such as Amazon Echo, a smart speaker, Amazon Fire, a tablet, and Amazon Go, a cashierless store. Amazon also acquired other companies, such as Whole Foods, a grocery chain, and Twitch, a live streaming platform, to expand its reach and offerings.


As a result of its crisis management strategies, Amazon was able to survive and thrive in the post-crisis era, and achieve exponential growth and profitability in the following years. Amazon also established itself as a leader and innovator in multiple industries, such as e-commerce, cloud computing, digital media, and artificial intelligence.


Analysis and Conclusions


From the three case studies, we can draw some common themes and lessons about how successful companies overcome times of crisis. These are:


  • Adapt to changing customer needs and preferences. Crises can disrupt customer behavior and demand, and create new opportunities and challenges for businesses. Successful companies are able to anticipate and respond to these changes, and offer products and services that meet or exceed customer expectations. For example, Nike adapted to the shift to online shopping and digital engagement, LEGO revived its customer co-creation and segmentation, and Amazon diversified its customer value proposition and offerings.

  • Leverage technology and automation. Crises can expose the vulnerabilities and inefficiencies of business processes and operations, and require businesses to optimize their resources and capabilities. Successful companies are able to leverage technology and automation to improve their productivity, quality, speed, and flexibility. For example, Nike leveraged cobots to overcome supply chain challenges, LEGO reduced its product complexity and costs, and Amazon invested in cloud computing and artificial intelligence.

  • Focus on core competencies and innovation. Crises can test the resilience and relevance of business models and strategies, and require businesses to differentiate themselves from competitors and create value for stakeholders. Successful companies are able to focus on their core competencies and innovation, and develop new products and services that solve customer problems and create new markets. For example, Nike focused on its sports brand and launched new subscription and digital services, LEGO focused on its brick-based toys and launched new product lines and concepts, and Amazon diversified its business model and launched new businesses and categories.

Comment on What Small Companies Need to Prepare for the Current Crisis in 2024


The current crisis in 2024 is caused by a combination of factors, such as the ongoing COVID-19 pandemic and its variants, the global economic recession and inflation, the geopolitical tensions and conflicts, and the environmental and social issues. These factors have created unprecedented uncertainty and volatility for businesses of all sizes and industries.


To prepare for this crisis, small companies can learn from the examples of successful companies that have overcome previous crises, and adopt some of the strategies and best practices that we have discussed above. Specifically, small companies can:


  • Adapt to changing customer needs and preferences. Small companies can conduct market research and customer feedback to understand the current and future needs and preferences of their target customers, and adjust their products and services accordingly. Small companies can also use digital channels and platforms, such as social media, e-commerce, and mobile apps, to reach and engage with their customers.

  • Leverage technology and automation. Small companies can use technology and automation to improve their operational efficiency and effectiveness, and reduce their costs and risks. Small companies can use cloud-based solutions, such as software as a service (SaaS), platform as a service (PaaS), and infrastructure as a service (IaaS), to access and manage their data, applications, and resources. Small companies can also use automation tools, such as robotic process automation (RPA), artificial intelligence (AI), and machine learning (ML), to automate and optimize their business processes and tasks.

  • Focus on core competencies and innovation. Small companies can focus on their core competencies and competitive advantages, and leverage their agility and flexibility to innovate and create value for their customers and stakeholders. Small companies can use design thinking, lean startup, and agile methodologies to develop and test new products and services, and iterate and improve them based on customer feedback and market validation. Small companies can also collaborate and partner with other companies, such as suppliers, distributors, and customers, to create synergies and co-create solutions.

The Role of Eud Foundation in Crisis Management


The Eud Foundation stands as a professional network dedicated to helping member companies strengthen their resilience during economic downturns and competition. By joining the Eud Foundation, small businesses gain access to a wealth of resources, expert advice, and a supportive community. The Foundation provides guidance on navigating economic challenges, leveraging collective experiences and insights from various industries.


The case studies of Nike, LEGO and Amazon highlight that effective crisis management often involves innovation, customer focus, and adaptability. For small businesses facing the uncertainties of 2024, these insights are invaluable. Furthermore, becoming part of a community like the Eud Foundation can be a strategic move, offering support, resources, and collective wisdom to weather economic storms and emerge stronger.


Join the Eud Foundation today and empower your business with the tools and community support needed to thrive in challenging times.



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