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Corporations practicing foresight are better able to identify markets of the future that improve their profitability and sustainability amid changing industry conditions.
This conclusion from a 2018 longitudinal study of multinational corporations (Rohrbeck and Gordon) also has relevance for associations and nonprofits. As one association executive told me, all associations are looking for “the Holy Grail of revenue and it sits out there somewhere in a combination of factors in the future”.
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