This book offers a concise introduction to trend management in companies, demonstrating how effective trend management can help you understand future developments and make informed decisions. Key business decisions often rest on assumptions about future market trends, customer behavior, and emerging technologies that drive new products. The book details established methods such as trend studies and trend radars, explaining both their methodology and application. Practical tips are provided to help integrate these insights into a company's operational processes, emphasizing that trend management is only successful when it results in positive change.

Whether you're a newcomer or an experienced trend manager, this book provides a wealth of ideas for identifying opportunities and risks early on, and for expanding your company's strategic options.

The second edition has been updated with the latest developments, including the use of artificial intelligence in trend management, and introduces new methodological approaches such as the futures triangle and the futures wheel.

Chapter 1. About Trends in General

Chapter 2. Excursus: Dealing with Fuzzy Information
Chapter 3. Trend Analysis in Companies
Chapter 4. Trend Research: Collecting Trend Information
Chapter 5. Trend Analysis: Understanding Effects
Chapter 6. Excursus: Thinking Traps in Trend Analysis
Chapter 7. Trend Study: In-Depth Analysis of a Trend
Chapter 8
Trend Radar: Overview of Relevant Trends
Chapter 9
Trend Management as a Corporate Function
Chapter 10
A Word in Closing.