What is a Trend?

A Trend Is a Direction Towards Which an Industry or Market Is Moving.

A Trend can be understood as a significant development of one or more variables in the same direction and constant over a certain period of time. Trends are medium to long-term developments in the corporate environment. Compared to so-called "fashions" or "hypes", trends last at least five years and have a significant impact on the corporate environment. A trend exists outside of the company and independently from it.

Application: A company can collect, track and evaluate the trends, and further use them for strategic and operational planning.