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Trend är trendigt

Gigel, Magnus; Ekholm, Natalie and Branzén, Caroline (2012)
Department of Service Management and Service Studies
Abstract
The many factors of today’s society strongly influence individuals regarding what to consume and how to behave. The information technology causes a rapid transformation of the society that, together with globalization, results in increased competition. Companies do not have time to analyze all that occurs around them. Consequently, there is a demand for a specialized competence within this field, namely, trend-analysts. Why has it become like this? Why are they in need of a person doing this kind of job? How does a trend-analyst perform their work and how do they transmit their information to the companies? The purpose of this essay is to analyze and discuss the increased demand for trend-analyst competence, including its issues and... (More)
The many factors of today’s society strongly influence individuals regarding what to consume and how to behave. The information technology causes a rapid transformation of the society that, together with globalization, results in increased competition. Companies do not have time to analyze all that occurs around them. Consequently, there is a demand for a specialized competence within this field, namely, trend-analysts. Why has it become like this? Why are they in need of a person doing this kind of job? How does a trend-analyst perform their work and how do they transmit their information to the companies? The purpose of this essay is to analyze and discuss the increased demand for trend-analyst competence, including its issues and origins. Regarding method, this essay interviewed four trend-analysts and three companies. This provided two coherent perspectives. Conclusively, there is an increasing demand for trend-analysts and utilizing their competence leads to effectiveness in decisions. It should be noted that their methods are unstructured and the results depends on earlier experiences or interests. On the other hand trend-analysts do not turn off their “scanners” and can be implemented in various different ways in a company. Keywords: environmental analysis, trend analysis, trend analysts, competitive intelligence, competitive advantage, uncontrollable environments (Less)
Please use this url to cite or link to this publication:
@misc{2798180,
  abstract     = {The many factors of today’s society strongly influence individuals regarding what to consume and how to behave. The information technology causes a rapid transformation of the society that, together with globalization, results in increased competition. Companies do not have time to analyze all that occurs around them. Consequently, there is a demand for a specialized competence within this field, namely, trend-analysts. Why has it become like this? Why are they in need of a person doing this kind of job? How does a trend-analyst perform their work and how do they transmit their information to the companies? The purpose of this essay is to analyze and discuss the increased demand for trend-analyst competence, including its issues and origins. Regarding method, this essay interviewed four trend-analysts and three companies. This provided two coherent perspectives. Conclusively, there is an increasing demand for trend-analysts and utilizing their competence leads to effectiveness in decisions. It should be noted that their methods are unstructured and the results depends on earlier experiences or interests. On the other hand trend-analysts do not turn off their “scanners” and can be implemented in various different ways in a company. Keywords: environmental analysis, trend analysis, trend analysts, competitive intelligence, competitive advantage, uncontrollable environments},
  author       = {Gigel, Magnus and Ekholm, Natalie and Branzén, Caroline},
  keyword      = {trend,trendanalys,omvärldsanalys,trendanalytiker,competitive intelligence,competitive advantage,omvärldsfaktorer},
  language     = {swe},
  note         = {Student Paper},
  title        = {Trend är trendigt},
  year         = {2012},
}