Fully understand what you are getting at. However, although a major component of business is "the winning attitude" another component is the micro and macro economic factors of the marginal purchaser. I'm sure you know, but the marginal purchaser is the purchaser that would leave the particular market first in the case of a price change upward or a budget constraint downward. In this case, there will be plenty of marginal purchasers with budget constraints shifting downward taking them out of the ski marketplace until that budget constraint moves back up again. So in this case, no matter how well a company attempts to convince the public of their awesomeness, there is an inevitable group of purchasers that will no longer be in the market for these particular skis and maybe for skis in general.
A large company such as Rossignol inevitably has extraneous job positions that were created under strong economic times that are less useful in poor economic times. I'm not saying that every single one of those lost jobs is extraneous, but without question, many of them were and the rest are a by product of thinning out the company based upon future projections that might make those positions extraneous. This is a gamble. You do run the risk of having better than expected sales and an over worked/under performing team, but the worste case scenario here is that you are thin enough to turn a high profit on margin and volume and can do some quick rehiring. Should your gamble prove correct...than your losses are hopefully better than another company's losses.
Also, keep in mind that Rossignol was originally purchased by Quick for a few years at an outrageously optimistic P/E and then sold back to the original owners for hundreds of millions less than the purchase. Essentially giving Bruno (I think that's his name) a 0 interest small percentage repayment loan. Back to the point, during the time of ownership by Quick (being the large corporation they are) there could easily have been thousands of new hires that weren't really pertinent.
So although news like this sounds aweful, and surely is for those who lost their job. It might be the neccessary decision that keeps the company afloat while we weather this storm. Also possible, too many cuts and the company gets run into the ground...