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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002573. When citing the article, please cite: Martin G. Letscher, (1990), “Fad or Trend? How to Distinguish Them and Capitalize on Them”, Journal of Consumer Marketing, Vol. 7 Iss: 2, pp. 21 - 26.

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.

Describes the results of a survey of 281 adult women in the state of Florida. We used the 15 adjective pairs of the Malhotra self‐concept scale to measure their self‐image. A valid and reliable self‐report scale measured their fashion innovativeness, thus identifying those consumers most likely to buy new fashions after they first appear in the market. T‐tests compared the mean scores on the self‐image adjective pairs between 30 innovators and 251 later adopters. Pearson correlation analysis was also performed. The results of both analyses showed that the fashion innovators described themselves uniquely as more comfortable, pleasant, contemporary, formal, colorful, and vain than the later adopters. The results were quite consistent with an earlier published study of college students, lending confidence to this approach to profiling fashion innovators and suggesting that using self‐image could be a fruitful way to appeal to these important consumers.

Looks at the sports industry and addresses the current situation for authors seeking to publish in the area of sports marketing. Sports currently represents the eleventh largest industry in the USA. Despite this, there are few mainstream marketing journals willing to publish manuscripts on sports marketing. In an effort to circumvent this problem, some sports marketing authors have “disguised” their research under the guise of “servicescapes” or leisure services. Looks at the topical content of the leading outlet for sports marketing manuscripts, Sport Marketing Quarterly. The author classifies the articles into 18 categories. Sponsorship is the most frequent topic for sport marketing papers, followed by general research and research on fans, spectators, and participants. Provides an extensive bibliography of sport‐marketing articles published in academic journals. While a few of these are in marketing journals, the vast majority are published “out of field”.

This study aims to provide an explorative perspective on how workarounds – defined as practices that deviate from an official pathway to a target – delineate a decisive element for users with visual impairment to enable assistive technologies in the context of office work.

An ethnographic study with in situ observation at participants’ work locations together with interviews was conducted to cater for the explorative nature of this study.

The study outlines three types of workarounds that can be distinguished into: (1) own investment into invisible work, (2) engaging support from colleagues and (3) the complete circumvention of technology use. It is furthermore discussed that workarounds remain largely unnoticed but yield the potential as an enabling factor for insights into the use of assistive technology (AT).

The layered model of workarounds that locates them at the individual, social and organisational level can guide the design and analysis of enabling technologies in complex office work contexts. Technology designers can incorporate enquiries on workarounds into participatory or co-creative design processes. Information technology (IT) professionals and leaders of IT support teams can use this model to gain insights from workarounds into improvement opportunities for the effective integration of assistive technologies.

This study connects the concept of workarounds, which is deeply rooted in the tradition of workplace studies and computer-supported cooperative work (CSCW), with the practices of handling technology employed by knowledge workers with visual impairments to retain workability. This approach offers a novel perspective on the embeddedness of enabling technologies in the context of knowledge work. It highlights the intricate ways in which technology is integrated into daily work practices, thereby providing valuable insights into the intersection of AT and knowledge work.