You know your product, your competitors and your market better than anyone else. The world in which you operate is complex and is continuously changing. Your strategic decisions are determined by such factors as changing customer and consumer needs and technological innovations within your company or technological innovations that are being developed by your competitors. But these decisions are also being determined by public policy during crises, such as trade barriers, and by rules and regulations.
When it comes to these kinds of developments, and the consequences for your market there is an ever-increasing amount of information available, but how can you turn this to your advantage? And which consequences can you expect to face when it comes to your commercial and marketing strategy?