ABSTRACT
This book refers to developments in the environment of the organization. The scientific definition of a trend is the general direction in which something is moving. There can be trends relating to all letters of the Demographic, Economic, Societal, Technological, Ecological and Political developments. (DESTEP) acronym, trends regarding actors and internal trends. Trends are one layer deeper than single events. The environment is unpredictable, but it can be explored. The organization needs to be sensitized to factual developments in the outside world. Empirical data and trends can be used, and these need to be seen by the inside team; structured charting of external developments keeps the organization sensitive to possible changes in the future. The public affairs department is responsible for scanning the political and legal environment. The HR department looks at trends in the labour market. Of course all of these functions have their own discrete activities, but trend-watching isn't an easy task that happens automatically.
