This book offers a compact introduction to the topic of trend management in companies. Fundamental decisions in companies are based on assumptions about future developments in markets and society and diverse technologies. Trend management is a useful tool to discover and understand these developments and thus generates a solid basis for decision making. Although it is mostly applied in strategy development, many more company tasks may profit from it. The author explains the individual activities and results of trend management, and how a sound process can be established in a company. Trend management is a powerful tool at the interface of futures knowledge and concrete entrepreneurial decisions. The book shows how these insights can be transferred into the operational processes of a company. It will serve as a useful guide for interested newcomers as well as for experienced trend managers to recognize opportunities and risks at an early stage and to open up new scope for action for their company.
Author(s): Jörg Blechschmidt
Series: Business Guides on the Go
Publisher: Springer
Year: 2022
Language: English
Pages: 126
City: Cham
Preface
Contents
1 About Trends in General
1.1 The Future
1.2 Diffusion of Innovations
1.3 Gartner Hype Cycle
1.4 Trends
1.5 Trend Recognition
1.6 Trend Types
References
2 Excursus: Dealing with Fuzzy Information
3 Trend Analysis in Companies
3.1 Business Decisions
3.2 Application Areas
3.3 Organizational Anchoring
4 Trend Research: Collecting Trend Information
4.1 Research
4.2 Time Horizons
References
5 Trend Analysis: Understanding Effects
5.1 Analysis
5.2 Temporal Development
5.3 Interpretation
6 Excursus: Thinking Traps in Trend Analysis
References
7 Trend Study: In-Depth Analysis of a Trend
7.1 Concept
7.2 Implementation
7.3 Documentation
Appealing Title
Comprehensibility
Management Summary
Precise Formulations of the Key Messages
Connection to Business
Clear Structure
7.4 Application Areas
Strategic Corporate Alignment
Strategic Planning
Product Innovation and Strategic Innovation
Investment Decisions
Stimulating Impulses
Risk Management
8 Trend Radar: Overview of Relevant Trends
8.1 Concept
The Classic Trend Radar
Portfolio Representation
Evaluation Criteria
8.2 Implementation
8.3 Documentation
8.4 Application Areas
Strategic Corporate Alignment
Strategic Planning
Product Innovation and Strategic Innovation
Investment Decisions
Stimulating Impulses
Risk Management
References
9 Trend Management as a Corporate Function
9.1 Tasks
9.2 Implementation
9.3 Bringing About Decisions
9.4 Practice Tips
10 A Word in Closing
Reference
