Fad or Trend? How to Distinguish Them and Capitalize on Them
Martin G. Letscher
(Directs the consumer research effort at Northwestern Mutual Life Insurance Company)
1184
Abstract
Discusses how it is possible to anticipate social and technological changes and use them to create a competitive advantage. Examines the importance of distinguishing between short‐lived fads and long‐term trends, sources of satisfaction, capability of being modified, and the lead group for new developments, using case examples from fashion and technology to illustrate.
Keywords
Citation
Letscher, M.G. (1990), "Fad or Trend? How to Distinguish Them and Capitalize on Them", Journal of Consumer Marketing, Vol. 7 No. 2, pp. 21-26. https://doi.org/10.1108/EUM0000000002573
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited