The Market: Identify Trends at an Early Stage

  • Christian HomburgEmail author
  • Heiko Schäfer
  • Janna Schneider
Part of the Management for Professionals book series (MANAGPROF)


The focus here is on the identification of change and trends in the marketplace, representing an essential skill for any sales organization. The authors develop a model that considers change-related information in five different areas:
  • The company’s own position in the market under review,

  • Competitor behavior in the market under review,

  • Customer behavior,

  • General market characteristics, and

  • Other environmental factors.

As in other sections of the book, the authors lay out detailed approaches to tackling this information challenge.


Customer Behavior Competitor Behavior Virtual Store Truck Transportation Sales Region 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


  1. Kuester, S., Homburg, Ch, Robertson, T., & Schäfer, H. (2001). Verteidigungsstrategien gegen neue Wettbewerber – Bestandsaufnahme und empirische Untersuchung. Zeitschrift für Betriebswirtschaft, 71(10), 1191–1215.Google Scholar

Copyright information

© Springer-Verlag Berlin Heidelberg 2012

Authors and Affiliations

  • Christian Homburg
    • 1
    Email author
  • Heiko Schäfer
    • 2
  • Janna Schneider
    • 3
  1. 1.Lehrstuhl für ABWL und Marketing IUniversität MannheimMannheimGermany
  2. 2.MünchenGermany
  3. 3.GanderkeseeGermany

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