Cambridge 13 | Test 2 | Passage 3
Making the Most of Trends
Many ignore trends in their innovation strategies or adopt a
wait-and-see approach and let competitors take the lead. At a minimum, such responses mean missed profit opportunities. At the extreme, they can jeopardize a company by ceding to rivals the opportunity to transform the industry. The purpose of this article is twofold: to spur managers to think more expansively about how trends could engender new value propositions in their core markets, and to provide some high-level advice on how to make market research and product development personnel more adept at analyzing and exploiting trends.
cede (verb) [ T ] formal
/siːd/
to give somebody control of something or give them power, a right, etc., especially unwillingly
spur (verb) [ T ]
/spər/
to encourage an activity or development or make it happen faster
engender (verb) formal
/ɪnˈdʒendər/
to make people have a particular feeling or make a situation start to exist
