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PA IN THE MEDIA

Zombies are all the rage in the movies and books this year. So it should not really be any surprise that they have entered the business language

Roger Trapp
The Independent
13 April 2010

Mark Thomas, strategy and marketing specialist at PA Consulting Group, has been interviewed by The Independent, discussing his book ‘The zombie economy: leadership in times of uncertainty’, an analysis of the financial crisis.

Mark says that the financial crisis that started in the autumn of 2008 has left behind a zombie economy. Mark argues that although many countries are emerging from a technical recession, the crisis has created organisations that, although not completely ceasing to exists, have lost the ability to function normally.

Mark goes on to urge any organisation that has not reinvented itself in light of the crisis to reposition for the coming four to five years. Mark gives four key steps for businesses to take and explains that liquidity is at the heart of the crisis. Mark concludes that: "business leaders need to abandon their binary mindset of cutting costs in order to wait for the recovery and then moving into a more expansionary phase. Companies need to control costs and at the same time to reposition their businesses in order to meet the changed demands of customers."

You can read Mark’s advice in full in The Independent here.

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