Companies rise and fall based on their ability to understand customer demand and adapt when it changes.
We are in turbulent times brought forward by new generations of technology, increased consumer conscience and individualism. Some, not all, industries are already waist-deep in, or at the brink of structural change. Business and marketing theory is being rewritten as we speak and everything seems up for grabs – for the people and companies who knowingly or by luck happens to be at the right place at the right time and grab the opportunity.
