What Are We Talking About?
A Short Frame of Reference
Mario van HamersveldRoyal Philips Electronics, The Netherlands
INTRODUCTION: THE BATTLEFIELD
Activities to provide insight and understanding about what happens in society and business evolve over time. Scope, naming, and ways of working are evidently closely related to the phases in macroeconomic activity and the developments in business and marketing connected to them.
Knowledge understanding and foresight have become factors of paramount importance in value creation. As a consequence, increasingly fierce fights emerge about the ability to generate that knowledge.
On the one hand, knowledge has become a...