A change can mean a risk for a company if the market changes and there is no longer any need for its own product. But change also brings many opportunities and possibilities for new innovations.
If a company assumes a proactive role, it can help shape the future, bring products to market that hit the ravages of time and is not surprised by destructive changes.
This is the task of trend research and innovation management. Today, potentials for the future are to be recognized and solutions are to be developed that will be needed tomorrow. The future is shaped instead of the future being shaped.
