What Are We Talking About?

A Short Frame of Reference

Mario van Hamersveld
Royal 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 powerful weapon in business and competition. On the other hand, knowledge is also a product and/or service and as elsewhere aggressive forces of demand and supply drive the market for knowledge.