This will be the year when reality bites. A drive for cheapness will leave bodies on the field, says Hubert Boulos
Recovery in the region is definitely not around the corner in 2017, and 2018 will not be any better. We’re now clearly in for a ‘trench war’. Indeed 2017 will confirm that we are in a new cycle of slow or no growth in the region. That cycle had already started discreetly in late 2015. Back then it was thought to be temporary, with some levels of optimism beyond 2016. But this is no longer the case, and it is a new way of life in our industry for 2017
and beyond.
So, welcome to the real world. Welcome to a world where you have to work for your market share – like any
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