The Power and Meaning of Micro and Macro Trends in Contemporary Organisations

Overall the paper seeks to explore the purpose and meaning to organisational members, of trends, trend analysis, and the application of the outcomes of trend analysis. It also seeks to examine the relevance and importance of trends to the growing reliance on AI and other predictive technologies, in decision making in organisations. Finally it sets out a research program to highlight the relevance and perceived salience of significant marketplace trends, and explore the impact of the willingness and ability of organisational members to apply trend analysis and thinking, on organisational outcomes