Decision-making in companies is subject to great instability today. Political, economic and health factors shake up our strategies, turn our plans upside down and force us to adapt day by day, minute by minute to the adversities of uncertain times. In this context, what is the best strategy? Are we prepared to live among constant unforeseen events? If we assume that uncertainty is the new normal, a range of opportunities opens up before us.
The last 3 years have tested the resilience of all types of companies. From family-run SMEs to large multinationals, the effects of uncertainty have affected each and every one of us and have kept decision uk phone number data makers in charge of surfing the impact of unexpected news awake at night. Health restrictions, war conflicts, inflation, lack of supplies and the threat of an economic recession that can be heard on the news. Right now, staying on your feet is a great achievement! It seems that the only keyword that appears for sure in every marketing plan, business plan and daily decision-making is uncertainty. A word that by its nature, beyond the big risk takers , normally has a not exactly positive connotation.
We could find evidence, facts, examples in practically every sector. But we highlight a couple of points that do give us an idea of something we are experiencing on a daily basis. The tourism sector first. They know well what it is to face adversity , and in these years even more so. The mobility restrictions caused by Covid-19 fell like a bucket of cold water. The data does not lie: the National Institute of Statistics estimates the losses of the sector in Spain at 160 billion euros from 2019 to 2021, and without updating with inflation. The future challenges in this sense are many and very important: regaining the traveler's confidence in the destination, adapting the offer to much higher security requirements and facilitating last-minute changes (cancellations, date movements), inevitable in this context.
With the health situation finally stabilised, we thought it would be time to take a deep breath and enjoy a period of normality in which to plan stable strategies with a long-term view. None of that was going to happen: Russia's war threats , which have turned into a war against Ukraine, have had a sudden economic impact again.