Abstract
While it is useful and necessary to know where the industry and competitive market now stands and how it works today in order to formulate threshold or survival strategies, more is needed. Gaining competitive advantage and deriving financial profit from the results over the intermediate and longer term requires studying where the competitive market might be heading. Therefore, systematically listening to what that market is saying about the future becomes a creative art as much as it is a science. This article discusses exploring future trends and possible effective responses to these trends.
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