It appears that the company's who survive, even during a recession like the one we are in now, are the ones who's customers and employees truly believe in them. They believe in their products and their mission and their values. Adrian Gostick and Chester Elton, writers of All In: How the Best Managers Create a Culture of Belief and Drive Big Results which is based on that theory, analyzed a 300,000-person study to help make their case.
This is the type of book that makes it easy to scan for major points. In a nutshell, All In wants to help managers establish climates of trust and openness so they can then have a positive work enlivenment where workers "buy in" to what they are trying to accomplish. It's actually quite simple, and every theory is proven by in-depth research including surveys and studies. It won't hurt to try every one of these strategies. In this day and age, it's too risky not to.