ABSTRACT
This chapter introduces the trend receiver concept to the reader. A method that is connected to customer foresight and has originally been developed for a very specific use case of Audi. Since then, however, the idea of trend receiver is no longer applied solely by Audi but by other organisations as well. The chapter outlines the method in much detail and provides the reader with valuable insights on the questions who is a trend receiver and how to identify them? Furthermore, the value add of this method as well as the concrete proceeding are illustrated by two thrilling and application-oriented case studies.
