Trend Management: How to Effectively Use Trend-Knowledge in Your Company

Description

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. 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