Visionary competence for long-term development of brands, products, and services: The trend receiver concept and its first applications at Audi

Cyber-mavens and online flow experiences: Evidence from virtual worlds

“…The present study considers maven behavior within a new channel, an endeavor that would seem valuable given that "finding new ways of identifying and profiling market mavens and targeting marketing communications to them may be increasingly important in the twenty-first century" (Geissler and Edison, 2005: 74). Further, identifying individuals who influence the agenda for consumer trends is increasing in importance as consumer expectations change (Hofmann, 2015;Yoshida et al,2014;Nahuis et al,2012;Ortt et al,2007), and emphasises the need to involve lead users in online communities (Parmentier and Mangematin, 2014). As market mavens play a pivotal role in sharing product information a better understanding of these individuals has the potential to add considerable value to marketers operating in the growing market for virtual worlds and products.…”

“…Whether described as lead users, innovators, early adopters, user communities, or other labels, the scholarly literature overwhelmingly advocates the involvement of advanced and highly knowledgeable consumers in organizational innovation practices spanning product modification to the introduction of new technology, and to facilitate the dissemination of product information (Hofmann, 2015;Yoshida et al,2014;Parmentier and Mangematin, 2014;van Rijnsoever and Oppewal, 2012;Nahuis et al,2012;Ortt et al,2007;van den Hende et al,2007;Funk, 2007;Cachia et al,2007).…”

Corporate foresight: An emerging field with a rich tradition

“…The paper of Hofmann [94] conceptualizes the "trend receivers" as individuals who help organizations in making complex and long-term decisions by perceiving and interpreting changes and potentials of emerging changes. The paper is based on the analysis of different trend receiver studies at Audi.…”

Future mobility insights: a trend receiver approach

“…Rather, TRs' are valuable for companies due to their visionary competence which is beneficial in managing immaterial assets such as changing customer expectations. Thus, based on TRs' future insights, companies may better prepare their long-term (product) strategy adjusted to customers' future needs and expectations (Hofmann, 2014). In total, thirty TR interviews were conducted.…”