Due to the long-term duration of area developments, you always go through different phases in the economic cycle. Ruben Hümmels of consultancy firm abcnova therefore argues for a counter-cyclical approach from a business-economic viewpoint. Various researchers underline that anti-cyclical investing can be rewarding. A study by EY and RSM from 2015 shows that companies achieve a structurally higher profit if, in a troubled market, they innovate more and take risks, and keep calm in a stable market.