Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/276088 
Authors: 
Year of Publication: 
2020
Citation: 
[Journal:] Marketing Review St.Gallen [ISSN:] 1865-7516 [Volume:] 37 [Issue:] 3 [Year:] 2020 [Pages:] 38-47
Publisher: 
Thexis Verlag, St.Gallen
Abstract: 
What kinds of persons are involved in trends and how to find innovative or visionary customers when developing brands and products for tomorrow's markets? This article systematizes different methods corresponding to the tasks practitioners are confronted with. An exemplary case study illustrates how the trend receiver approach can contribute in international practice situations. The democratization of future competencies and new research potentials due to influencers are also discussed.
Document Type: 
Article

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