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

This paper focuses on the question who companies should talk with to be able to make complex long-term decisions, find vision and develop products and services that only come to market in a few years. Currently, there is room for improvement within the process of profiling and identifying the right conversation partners for studies on future customer expectations. Therefore, twenty existing concepts such as lead users, early adopters, and...