How to balance long-term and short-term objectives during a crisis

As COVID-19 stretches into 2021, brands are realising that plans put on ice in 2021 may no longer fit the moment.

Adapt and pivot was a striking feature of how many businesses responded to COVID-19 during the early months of the pandemic. However, while for LVMH it meant converting perfume factories to make hand sanitiser and for Prada switching from producing luxury...