Procter & Gamble, the consumer goods giant, is looking to "disruptive innovation" as a means of driving growth both during and after the downturn.
According to Melanie Healey, P&G's group president for North America, the recession has not reined in the company's desire to modify its portfolio, marketing strategy or working practices.
Its recent activities in the US have included rolling out a branded e-commerce platform and Future Friendly, a communications campaign based on saving energy.
"We are focused on accelerating the pace of innovation, particularly big, disruptive innovations as well as multibranded commercial innovations like P&G's eStore and Future Friendly," Healey argued.
The company currently spends around $2bn (€1.6bn; £1.4bn) a year on research and development and attributes a further $350m in annual funding to generating consumer insights.
Healey suggested the information provided by shoppers is one essential ingredient in helping create products that effectively meet the highly diverse requirements of its customers.
"We invest ... so we can innovate in ways that deliver value most relevant for each consumer segment –increasing performance for performance seekers – and reducing cost and price points for price seekers," she said.
This process has become an even greater priority since the onset of the financial crisis, which has led to the emergence of a number of new behaviours.
"Consumers are demanding more value every year, especially in those areas they consider to be important in their lives," said Healey.
"In tough economic times, you have to be even closer to your consumer and understand what they want and need from the brand."
In responding to these trends, Procter & Gamble has introduced low-cost extensions to ranges such as Era, Bounty and Charmin in a bid to attract people who are looking to trim their expenditure.
It has simultaneously launched premium offerings like Olay-X, Always Infinity and Tide Total Care to differentiate its products in a variety of ways.
"Value is not just about price. It is about benefit and how the brand's purpose fits into our consumer's life. We are changing how we communicate with our consumers," said Healey.
"We believe our results indicate that consumers still see P&G's brands as an excellent value."
Elsewhere, the owner of Pampers and Gillette has also started to place a heavy emphasis on the necessity of making the transition away from "marketing" and towards "serving".
"Consumers have high expectations of companies and brands. They want to know what the company stands for," said Healey.
"They also have complete freedom and access to information. Brands must be transparent about what they stand for and how they are a force for good in the world."
