How Do Companies Engage in the "New Normal"?

Most manufacturing and distribution companies have lost between 10% and 40% of their sales over the last 3 years. Companies tied to the construction industry have been hit harder, especially in the southern states. Those that have survived, have to deal with much leaner staffs, smaller R&D investments and the prospect of old customers not coming back. They too, pared down product lines, channels of distribution and will be much more conservative in their investments in new business development.

The good news is that as long as they don't have 100% market share, they have business opportunities to exploit. Many of these companies cancelled new product development projects, stopped investigating new channels of distribution, didn't implement e-commerce and most importantly aren't looking at adjacent markets for new business.

Senior executives now recognize that this isn't going to be a usual recovery and it is quite possible that there will be little recovery for quite some time as the record deficits and new taxes take further tolls on existing businesses. They are faced with the prospect of being very opportunistic and must take advantage of the new sales tools [i.e. e-commerce and networks] that are relatively free to help them move their business forward.

All of us would like to hear your opinion on techniques that while very cost effective will provide the most return for them.