The pandemic is forcing many companies to cut expenses. Many business crises require tightening the belt. But if you must cut costs, do so in the context of specific aims and criteria beyond helping the bottom line. Otherwise, you’ve reduced your future competitiveness. Case in point. Kraft. Kraft split itself into two businesses in 2012, one an international snack and confection foods company (Mondelēz International, Inc.) and the other (retaining the Kraft brand) the North American grocery item business, consisting of cheese, Oscar Mayer deli meats, etc.  In 2015, Heinz acquired Kraft. Kraft Heinz’s share value has dropped by more than half since the merger. One would think that the synergies between the two grocery-channel based businesses would lead to rising value. What happened? The answer is simple.  Kraft Heinz cut costs, then cut costs, then cut costs yet again in an attempt…