Preview

RSUH/RGGU BULLETIN. Series Economics. Management. Law

Advanced search

Trendwatching as a modern tool for finding potential market opportunities and effective business solutions

https://doi.org/10.28995/2073-6304-2024-2-25-40

Abstract

The article considers the place and role of trendwatching in modern business. First, a comparative analysis is done on the basic concepts with which the trend is identified (tendency, fashion, analytics, technological entrepreneurship). The basic classification of trends is carried out according to scalability, key areas of society, industry (market) affiliation, dominance of position and dynamism of development. The priority properties of the trend are determined: direction, strength, duration. It is emphasized that trendwatching is an important part of any innovation process, since it provides an opportunity to anticipate new technological, consumer and other trends. In general, trendwatching is increasingly becoming a tool for finding opportunities that contribute to successful competition in the 21st century market by forming a proposal based on potential user expectations, outpacing rivals operating in the industry under study, taking into account the influence of macro-environment factors and adequate adjustment by corporate management. To that end the author gives the methodology for determining the trend, an important place in which is occupied by the means (sources) of its research and selection. The issue of using the consumer trend matrix is discussed, which gives good results in finding free niches and contributes to the opening of new market windows, which is especially important for beginning business startups. At the end of the article, it is noted that the active use of trendwatching promotes technological entrepreneurship, and observing trends provides the business world with the necessary information, as a result of which it becomes more rational for companies to choose promising areas to increase their competitiveness and growth.

About the Author

O. Yu. Artemov
Russian State University for the Humanities
Russian Federation

Oleg Yu. Artemov, Cand. of Sci. (History), associate professor, 



References

1. Barker, J. (2014), Operezhayushchee myshlenie. Kak uvidet’ novyi trend ran’she drugikh [Proactive thinking. How to see a new trend before others], Al’pina Pablisher, Moscow, Russia.

2. Bass, F.M. (1969), “A New Product Growth Model for Consumer Durables”, Management Science, no. 15, pp. 215–227.

3. Bhargava, R. (2016), Ne ochevidno. Kak vyyavlyat’ trendy ran’she drugikh [NonObvious: How to Think Different, Curate Ideas & Predict the Future], Mann, Ivanov i Ferber (MIF), Moscow, Russia.

4. Bhargava, R. (2021), Megatrendy. Kak predskazyvat’ gryadushchie tendentsii i videt’ to, chto upuskayut drugie [Non obvious Megatrends. How to see what others miss and predict the Future], Bombora, Moscow, Russia.

5. Bokareva, V.B. (2018), Trendologiya: trendvotching dlya biznesa [Trendology. Trendwatching for business], Ridero, Moscow, Russia.

6. Chistyakova, K.A. and Artemov, O.Yu. (2021), “Ways of corporate business development based on high-tech projects in an innovative economy”, RSUH/RGGU Bulletin. “Economics. Management. Law” Series, no. 4, pp. 22–34.

7. Martin, R. (2020), Issledovanie trendov: Prakticheskoe rukovodstvo [Trend research. A practical guide], Mann, Ivanov i Ferber (MIF), Moscow, Russia.

8. Mikova, N. and Sokolova, A. (2018), “Global technology trends monitoring: theoretical frameworks and best practices”, Foresight and STI Governance, vol. 8, no. 4, pp. 64–83.

9. Rogers, E.M. (1983), Diffusion of innovations, Third ed., The free press a division of Macmillan Publishing Co., New York, USA.

10. Shchegolev, V.V., Evseeva, M.A. and Milevich, I.K. (2022), “Trendwatching as a tool for the development of technological entrepreneurship in Russia”, The Review of economy, the law and sociology, no. 3, pp. 42–45.

11. Stognushenko, K.S. (2023), “Innovative full-cycle enterprises are a modern trend in Russian industry” [The interview was conducted by E.V. Zenkina], Science and Art of Management / Bulletin of the Institute of Economics, Management and Law of the Russian State University for the Humanities, no. 2, pp. 109–114, DOI: 10.28995/2782-2222-2023-2-109-114.


Review

For citations:


Artemov O.Yu. Trendwatching as a modern tool for finding potential market opportunities and effective business solutions. RSUH/RGGU BULLETIN. Series Economics. Management. Law. 2024;(2):25-40. (In Russ.) https://doi.org/10.28995/2073-6304-2024-2-25-40

Views: 249


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.


ISSN 2073-6304 (Print)