Ignoring Trends, Ofek Elie & Wathieu Luc
Trends are very important in business today; moreover, they keep on changing with time. Most business enterprises operate in a competitive market, whereby the best producers achieve competitive advantage. Hence, ignoring trends could shake the entire business. Managers’ articulate trends in the marketplace, but carrying out research could be difficult. Ofek and Wathieu primary message to the reader is that trends must not be ignored. Regardless of how simple or complex the trends could be, it can shake the entire business, and provide a platform for rival companies to transform the industry. Trends in the business may originate from within the market, or outside the market, and both require tremendous adherence. Therefore, the authors of this article have one message to the readers, which is they should engage themselves on consumer trends. Trends must be taken seriously because ignoring them might shake the business.
Globalization and technology has changed the market place and streamlined it towards digital products and services. The Author primary audiences are business and organizational personnel whose activities determine the consumer behavior. Some of these personnel include employees and managers. These audiences are responsible for monitoring, and collecting information concerning the trends in the market. In this case, the authors target this audience so that they can be aware of the changing trends, and are able to adjust to the needs of the consumer.
The authors have stated evidence to demonstrate that trends in marketplace influence the behavior of the consumer. Perhaps, organizations that are at par with the emerging and changing trends are in a position of winning consumer trust, confidence and preference. Nike is one of the biggest suppliers of sports equipments; hence, Ofek and Wathieu use Nike as an example. Nike combined various aspects of trends that was attributed to their class to produce radical products. In 2006, Nike Company combined with Apple and came up with Nike+ strategy. In addition, ME2 is evidence on the relationship between trends and consumer behavior. Consumers in most cases have a tendency of escaping negative trends. ME2 counteracts perceptions on negative effects of gaming digital devices. Generally, it is evident that trends play a critical part in the consumer world.
Firms in the world sometimes fail to control trends in the marketplace and in the organization. According to the authors, tracking of trends in a firm is one thing, while integrating it to suite the objective of the firm and needs of the consumer is a different thing. Therefore, every firm needs to undertake thorough research on trends. In order to understand consumer trends, rigorous imagination and audacity is required. In this case, firms in addressing trends have utilized various processes. This process entails identification, exploration, comparison and isolation of trends. Various aspects of trends need to be addressed; trends could be economic, social, political, and technological. Each of these trends shapes the perception of the consumer on firms’ services and products. Firms must also go clear of addressing trends that are directly linked to their products. This implies that there are other peripheral trends that originate from external, which indirectly have an impact on the consumer behavior towards services and products. Basically, firms and managers need to develop a culture of using trends to achieve companies objectives and success.
Ofek and Wathieu have stated their message to the audience precisely. They have developed a link between trends and consumer behavior. Additionally, from the examples used it is apparent that trends need to be adhered to in order to be successful. Perhaps, consumers adjust their priorities and trends based on the existing trends. The message that the authors delivers is of great value to the audience. The message convinces the audiences on the importance of understanding past, current and future trends; moreover, on how to utilize them to achieve success and satisfy consumers. From the article, it is clear that trends should not be ignored, regardless of its intensity.