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How entrepreneurs respond to crisis

By Bi Xiaoning (China Daily)
Updated: 2009-06-01 14:39

Entrepreneurs see huge value from mergers and acquisitions for broadening their customer base and entering new markets, Ernst & Young revealed in a recent report.

To discover the special actions being taken by entrepreneur-led companies in response to the global economic downturn, Ernst & Young, one of the world's "big four" accounting firms, conducted a survey among 3,100 outstanding entrepreneurs in over 50 countries.

The survey focused on the importance of cash and liquidity, the strategic focus of their business, the tactics for key business challenges and advice that the entrepreneurs would share with their counterparts.

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According to the report, about 80 percent of respondents are maintaining or increasing their focus on seeking mergers and acquisition (M&A) opportunities to increase their market share and take advantage of competitor distress resulting from the economic downturn.

"Our advice for entrepreneurs is to be cautious when raising capital and place a renewed focus on having the right balance sheet and business model to capture these acquisition opportunities. This focus maintains the importance of divesting non-core assets to realize capital," said Ernst & Young China Chairman David Sun.

The survey revealed that, despite current pressures, 40 percent of respondents do not see an increased focus on cash generation.

"This suggests that many companies have sufficient cash reserves with which to approach current challenges and opportunities. This will place them ahead of many of their peers and competitors who are trying to secure their cash position," said Sun.

According to the survey, about 93 percent of respondents are retaining or increasing their focus on broadening their customer base and entering new markets.

Seizing the opportunity to expand their customer base and sharpen market differentiation is the top priority for today's leading entrepreneurs. A strong focus on core niches in both new and existing markets will help ensure resources are directed at driving the greatest value, the report said.

Investment in training, rewarding or acquiring the "right" people is also a consistent message from respondents, with 89 percent saying they are retaining or increasing their focus on recruiting and rewarding key people.

The report also showed that these entrepreneurs are aware of the need to reduce costs where possible. Issues such as outsourcing, relocating or reducing the workforce to generate cash are significantly increasing in importance.

"While keeping a watchful eye on cash liquidity, entrepreneurs will continue striving for growth. The economic downturn is a window of great opportunity for those that can harness positive thinking and get ahead of the competition," said Sun.

Dangerous move

The report showed that many entrepreneurs are deferring longer-term capital expenditure and generating short-term cash to invest in initiatives aimed at increasing their market share at the expense of companies that are simply trying to keep their heads above water.

Meanwhile, entrepreneurs are aware of the heightened dangers that have appeared in the world economy in the past 12 months. About 92 percent said they are maintaining or increasing their focus on creating early warning systems related to issues such as their cash situation.

"Strong business leaders are changing their thinking in response to the current economic environment. They understand the difficulties in sourcing finance and maintaining liquidity and they see the pressure on their people, customers and suppliers, while also recognizing the increased importance of managing risk," said Sun.

Ernst & Young undertook surveys with two distinct segments of business leaders, executives in large multinational companies and the world's foremost entrepreneurs.

In terms of the response to the economic downturn, most multinational companies (74 percent) are more concerned with protecting their current positions, while a majority of entrepreneurs (67 percent) are focused on pursuing new market opportunities.

"Entrepreneurs are the lifeblood of the world economy; they deliver growth in a slow-growth environment. At Ernst & Young, we celebrate entrepreneurship through our Ernst & Young Entrepreneur of the Year (EOY) program," said Sun.

The EOY awards program was created in the United States in 1986 and has now expanded to 50 countries, with awards presented to around 1,000 of the world's most successful and innovative entrepreneurs.

In Sun's opinion, there is no better time than now to identify and recognize truly great entrepreneurs. In times like these, it is the brave who stand up against the winds of adversity, ready to steer their business to new frontiers.