Fad or Trend? How to Distinguish Them and Capitalize on Them
Article publication date: 1 February 1990
Discusses how it is possible to anticipate social and technological changes and use them to create a competitive advantage. Examines the importance of distinguishing between short‐lived fads and long‐term trends, sources of satisfaction, capability of being modified, and the lead group for new developments, using case examples from fashion and technology to illustrate.
Letscher, M.G. (1990), "Fad or Trend? How to Distinguish Them and Capitalize on Them", Journal of Consumer Marketing, Vol. 7 No. 2, pp. 21-26. https://doi.org/10.1108/EUM0000000002573
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