부산대학교 도서관

This article talks about how trends can be difficult to recognize, and that there are many sub-trends that can support the overall growth potential of a company. The authors use oil and its shortages as an example. Many companies realize that this is a problem, yet fewer see the long term effects of this problem on their companies. And in failing to recognize this large trend, companies overlook the sub-trends of water shortages, over-fishing problems and the damaging effects of cutting down the forests. And by not recognizing these problems, companies make it harder for themselves to adjust should these problems become more costly.