Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276086 
Year of Publication: 
2020
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 37 [Issue:] 3 [Year:] 2020 [Pages:] 20-31
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
An ever-increasing amount of information, digitization and interconnectedness makes predictions of the future easier. Conversely, systems have never been as complex, uncertain, ambiguous and ambivalent as they are today, resulting in the interference of prognoses. Therefore, different approaches to projections of futures (forecasting, foresight, future creation) have to be combined to anticipate probable developments, assess weak signals and prepare a company effectively for the unforeseeable. The combination ensures the viability of a company in the short-, medium- and long-term perspective.
Document Type: 
Article

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