Macro Trend Dialogue - An intercompany approach for evaluating trends: Macro Trend Dialogue - An intercompany approach for evaluating trends

The paper addresses companies’ challenges in the implementation of strategic trend management initiatives and regarding the interpretation of trend implications for their business models. A macro trend dialogue approach was developed by considering established findings from trend management approaches in the literature. The findings demonstrated that collaborative reflection, questioning, and deduction of collective trend management actively supports companies in working with macro trends, particularly in interpreting, evaluating, and contextualizing trend insights towards organizational structures, within the created intercompany setting. Companies experienced a fresh perspective in spotting trends and formulating strategic consequences individually and collectively. The transfer of obtained capabilities into the company can serve as a solid basis for the creation of a corporate function assigned with trend management, analysis, goal and activity formation, and implementation structures.