Der Zukunftsforscher John Naisbitt prägte 1982 den Begriff „Megatrends“. Für Unternehmen ist es von Bedeutung, Megatrends zu kennen und sich auf diese einzustellen, um im Wettbewerb mit anderen zu bestehen (Krys 2017:45). Megatrends werden in der Literatur uneinheitlich definiert. Gemeinsam haben die Definitionen, dass es sich um Veränderungen handelt, welche tiefgreifende und nachhaltige Auswirkungen auf…
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