Manke, Birte Karoline; Lehmann, Tobias Alexander; Katz, … - In: Marketing Review St.Gallen 37 (2020) 3, pp. 48-55
How to translate trends into action? Trend research yields important insights into the future development of markets. Translating possible trends into implementable use cases at different levels of the organization is, however, far from trivial. Based on a case study of SIX, one of the biggest...