American Marketing Association, February 2015
. . .Only if companies identify trends early on and draw the right conclusions. But what is a trend, and what are its consequences for multinational corporations?
Trend research is a booming business. Many agencies and self-appointed gurus announce their latest trends to generate publicity and awareness. This can be particularly confusing for MNCs: apart from local and regional trends they have to identify international and cross-regional trends and incorporate them into their strategic planning and decisions.
Companies must deal with ...