Playing it Prudently

One thing is certain—converters can't depend on a cookie-cutter strategy to ensure success in 2001. "The market is tight and very competitive," sums up Poirier. "Innovative converters are going to come out ahead."

"The typical, but many times short-sighted reactions of cutting costs, staff, and R&D may not be the best approaches," adds Clark. Some companies will profit from creatively investing in new technology, customer-focused services, or productivity improvements."