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Fad or Trend How to Distinguish Them and Capitalize on Them

Fad or Trend How to Distinguish Them and Capitalize on Them Discusses how it is possible to anticipate social and technologicalchanges and use them to create a competitive advantage. Examines theimportance of distinguishing between shortlived fads and longtermtrends, sources of satisfaction, capability of being modified, and thelead group for new developments, using case examples from fashion andtechnology to illustrate. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Fad or Trend How to Distinguish Them and Capitalize on Them

Letscher, Martin G.
Journal of Consumer Marketing , Volume 7 (2): 6 – Feb 1, 1990
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6 pages

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/EUM0000000002573
Publisher site
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Abstract

Discusses how it is possible to anticipate social and technologicalchanges and use them to create a competitive advantage. Examines theimportance of distinguishing between shortlived fads and longtermtrends, sources of satisfaction, capability of being modified, and thelead group for new developments, using case examples from fashion andtechnology to illustrate.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Feb 1, 1990

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