How Companies Can Befriend a Trend (with M. Schrader)
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 ...
Get As I See It… now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
