Trends Management applied to Branding and Cultural Management

Nelson Pinheiro Gomes

Resumo


Trends studies are giving their first steps in academia, after having proven themselves in the social and corporate field. Now it is important to develop scientific models for the application of trends studies, including their major tool and discipline: coolhunting. The creation of models in this disciplinary field allows for the creation of standards in the identification and continuous observation of trends, as well as in their application for the generation of innovation and decision making insights, regarding major mindsets and consumer behavior patterns. The objective of this paper is to analyse the existing tools and perspectives on coolhunting and trends studies.  This allows for the creation of a complex matrix, based on the Portuguese perspective and developments in this field, with several combined models that promote the study and the application of trends on branding, without overlooking cultural management. 


Palavras-chave


Trends Studies; Coolhunting; Branding; Culture Management.

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Referências


GLOOR, Peter and Scott Cooper. Coolhunting: Chasing down the next big thing. New York: Amacom, 2009.

GOMES, Nelson P. “Comportamento de Consumo, Elites Sociais e Moda. Contributo para a consolidação disciplinar dos estudos de tendências”. PhD Thesis, University of Lisbon, 2015.

GOMES, Nelson P.; FRANCISCO, Ana. Introdução aos Estudos de Tendências: Conceitos e Modelos. Lisbon: Trends Research Center, 2013.

HIGHAM, William. The Next Big Thing. London: Kogan Page, 2009.

MCCRACKEN, Grant. Chief Culture Officer. How to create a living, breathing corporation. New York: Basic Book, 2011 [2009].

RAYMOND, Martin. The Trend Forecaster´s Handbook. London: Laurence King, 2010.

VEJLGAARD, Henrik. Anatomy of a Trend. New York: McGraw-Hill, 2008.

SCIENCE OF THE TIME - http://www.scienceofthetime.com. Access in 18-02-2016.


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