in the former German Democratic Republic (GDR). Many of them did not survive. But for several hundred medium-sized and small businesses the market economy provided a real upturn. Today, several of these firms are brand or market leaders in Germany or even globally.What did the companies do that survived? To find the answer, we studied 15 of the successful firms in ten industries and analyzed their survival strategies. The results of our predominantly qualitative research can serve as inspiration and guidance for businesses coping with exceptional circumstances, such as the recent turbulence in global markets.