Review of the Article Surprising Ways the Hot New Things Can Affect your Product Strategy (Elie Ofek and Luc Wathieu) (Book Review Sample)

ARTICLE REVIEW
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The author is providing the information that relates to the increasing central role that technology is playing in the lives of companies. The recent economic events like the great depression made people more cautious in the manner in which they initiate their spending and the influence of global warming on decisions made by consumers in relation to purchases. In this regard, the author is trying to pass the important message that those who use digital products more often focus majorly on the short term goals, want an immediate satisfaction and have no problem discussing business with strangers. Managers fail to respond to the ways in which different research that is being conducted affects the attitudes, behaviors and several aspects of consumers. This is a common case for the upcoming trends that are seen by managers as related to their marketability but not central in its influence. Therefore, the writer is trying to explain that managers ignore innovative trends and strategies that relate to the features of a commodity which are crucial in its purchase and consumption. He or she is trying to explain the emerging and technologically proactive trends that a firm or industry can use to improve its brand presence and market base.
The intended primary audience of the author is the managers because managers are the key decision makers in a firm with focus mainly on practical management of a company’s marketing options. For the managers to achieve this have to be efficient and to possess excellent analytical and communication skills. Also, any marketing strategy used by a firm has to be approved by the managers after thorough formulation, direction and coordination of activities that are geared towards influencing customers. The marketing message in this article is being sent to these managers because a marketing strategy is applied in an organization after a market research and a marketing strategy are conducted and developed. These are done by managers besides championing for management of customer relations to the organization. Also, the message is being sent to this audience because in as much as managers can enunciate the major marketing trends, they fail to recognize the manner in which their new trends are affecting consumer behavior. Therefore, the information in this article is meant to integrate the innovative marketing trends and to identify new opportunities for their products and services. This is through a study of consumer purchasing pattern, sales forecasting and estimation of future performance that can ensure the firm remains competitive.
The support that the author provides for the intended audience is that they should not ignore the emerging trends because otherwise, it serves as an advantage to the competitors. Infusing and augmenting, combining and transcending and counteracting and reaffirming are some of the evidence that the author provides for the managers. These help in integrating new trends to meet the needs o...