Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276087 
Year of Publication: 
2020
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 37 [Issue:] 3 [Year:] 2020 [Pages:] 32-37
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
Customer foresight strives to determine future consumer wants. One method of customer foresight is the so-called trend receiver approach. Experts who are judged as able to anticipate trends at an early stage are interviewed in a targeted and methodically guided manner. This article analyses the ambitions, prospects and restrictions of the trend receiver approach and how it can contribute to foreseeing future developments.
Document Type: 
Article

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