The deterioration of a series of economic indicators puts a lot of pressure on the retail industry in Brazil, which has had its worst downturn in 15 years.

The American financial crisis between 2007 and 2009 shows that crises do not affect all companies in the same way. Instead, in crisis periods, the performance variation between companies increases and market share difference between "winners" and "losers" is amplified.

This brief explains the reasons behind these differences in performance and provides practical tools for understanding and identifying the right driving forces to overcome the crisis and emerge from it stronger.

(Full article only available in Portuguese)