Summary
Dr David C Arnott, Associate Professor of Marketing at Warwick Business School, argues that the key to information based e- business is understanding social, not technological, trends. Let us start with a paradox - it is often said that the only constant is change. As managers we desperately seek stability and predictability but are faced only with dynamism and uncertainty and all business opportunities are born in the chaos of the business environment.
So we turn from paradox to oxymoron and we ask the experts about the "latest trends".See the full content of this document
Extract
Technology Puts Market Power in Consumer's Hands
If it is the "latest" - most current - then insufficient time has passed to establish a trend. If it is a trend then time has passed and the innovative opportunity that was its seed corn has long since passed. And which trends should we be watching? We study trend...
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