Human beings were meant to survive. We adapt to our environment in order to live and breathe and avoid financial collapse. But not companies. In fact, companies often fail to adapt. When they don't adapt, they don't survive. Not just small companies, but colossal companies as well.
In business, if you're not aware of the economic climate and changing tide of consumer behavior, you won't survive. You'll die out. Instead, when you can adapt, not only will you survive, but you'll thrive.