Dealing with the ups and downs of economic periods is a reality that we are all familiar with in business life. Our markets, which can experience high business volumes by experiencing big stages from time to time, could not escape from recession after breakthroughs that continued for a certain period of time. It is an undeniable fact that the world's strategic systems, geopolitical balances and international interest games exert heavy effects on this.

The methods that are tried to be applied in the contemporary business world are undoubtedly dependent on the healthy support of financial resources, and the most obvious problem of the environments in which the economic recession occurs is the narrowing of financial resources. As a result of negative developments, some measures are started to be taken in your institution. One of the natural reactions is to cut costs. In our businesses, after the sentence "friends, things are not going well, sales are down, we have to cut costs", the application that was started the fastest is; R&D and filtering the resources allocated to institutional development studies.

Even if the critical ideas directed at the marketing and research and development departments and the financial measures that restrict the work there will contribute to the near-term liquidity position of the company, it will cause the steps to be taken in the medium and long term to be taken very short. For this reason, it should not be possible to cut off neither marketing nor research and development activities altogether. Necessary restrictions should be applied in a way that does not disturb the general structure. In order to establish an interesting similarity here, it would be appropriate to consider the periods of fasting applied for weight loss. Being in a period where efforts are made to lose weight does not mean being without food. Regardless, all the substances the body needs must be taken in some way. This is also true for companies that manage economic periods. It would be a big mistake to upset the company's nutritional balance.

Within the framework of these delicate balances, there are a few key points that institutions can take advantage of while making their strategic plans: concentrate on your own abilities income. It will be beneficial to highlight our areas of expertise without sacrificing creativity, but by managing trial and error behaviors that may cause additional costs. Meanwhile, the thing to keep in mind is, act with integrity within the business will be. Bringing island-solutions to the components of the holistic structure we call business will get us nowhere. It is essential to run the value creation chain of the organization, that is, all the processes of the business in an integrated manner. meanwhile know the value factors that are meaningful to the customer and base the market positioning accordingly will also be in place.

Real customer focus is to offer the values that our customers expect from us. In order to be able to do this and to use the resources we have effectively, it is best to set out from the beginning knowing what our customers actually expect from our products and services. This measure will return both short-term and long-term gains. To survive in times of economic change, loyal customer portfolioas much as loyal approach of our colleaguesWe also need it. The essence of this is hidden in the corporate culture. In circuits where things run normally Our investments in corporate culture especially at critical moments, it will begin to bear fruit. It will be relatively easy to persuade a team that is located peacefully on the solid foundations of the corporate culture to seek together the solutions to the problems we face and to apply these solutions by suffering the related problems.

To summarize briefly, it is the most important factor that the integrity between the functions and processes in the business is not disturbed while managing the economic periods. With the entry of difficult times, the first goal to reduce costs is to cut off R&D and marketing activities completely and to block the way to the future with our own hands. Cutting down on unnecessary expenses will start with reinventing our core talents. For this purpose, knowing the expectations of our customers and our own abilities very well, starting the applications from here, being aware of the efforts of our competitors in the same scope, and obtaining the team spirit based on the corporate culture within the company are the golden keys to manage the periods skillfully.