CHAPTER 15

How Companies Can Befriend a Trend (with M. Schrader)

American Marketing Association, February 2015

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. . .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 ...

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