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Marketing and Smart Technologies pp 63–74Cite as

Sociocultural Trend Reports as an Intelligence Tool of Strategic Cultural Management

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Part of the Smart Innovation, Systems and Technologies book series (SIST,volume 280)

Abstract

This work aims to explore the nature of sociocultural trend-related reports, considering their objectives and contents. These strategic objects are intelligence tools that guide social and business actors. After understanding their nature, we explore an adaptable structure that can guide the development of future trend-related reports from an academic and/or a business perspective. To inform our proposal, we articulated the results of a literary review and of a content analysis performed on a sample of reports that illustrate the contents and structures of these works. The resulting outline has an adaptable scheme that can work for different types of reports according to specific intelligence needs, informing decisions and contextualizing major sociocultural patterns and changes.

Keywords

  • Trend studies
  • Trends
  • Trend report
  • Coolhunting

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Author information

Authors and Affiliations

  1. CEAUL/ULICES University of Lisbon Centre for English Studies, School of Arts and Humanities, University of Lisbon, Alameda da Universidade, 1600-214, Lisbon, Portugal

    Nelson Pinheiro Gomes & William Afonso Cantú

Authors
  1. Nelson Pinheiro Gomes
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  2. William Afonso Cantú
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Corresponding author

Correspondence to Nelson Pinheiro Gomes .

Editor information

Editors and Affiliations

  1. University Institute of Maia – ISMAI, Maia, Portugal

    Dr. José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Dr. Marc K. Peter

  3. Universidade Portucalense, Porto, Portugal

    Dr. Ricardo Cayolla

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Dr. Zorica Bogdanović

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Cite this paper

Gomes, N.P., Cantú, W.A. (2022). Sociocultural Trend Reports as an Intelligence Tool of Strategic Cultural Management. In: Reis, J.L., Peter, M.K., Cayolla, R., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 280. Springer, Singapore. https://doi.org/10.1007/978-981-16-9272-7_6

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