in a timely manner. There are four basic steps within this model: the organization must 1) identify all emerging issues, 2) scan monitor and forecast trends and events, 3) challenge assumptions and 4) conduct issue vulnerability audits. In this model, the internet and information technology will be THE tools of the 21st century manager.
"Without a proper business response, the societal expectations of today become the political issues (policy agenda) of tomorrow, legislated requirements (formalization) of the next day and the litigated penalties (control) the day after." (Ashley)
The earlier an organization can identify an emerging issue and where it is in its individual life cycle, the more time and options will be available in order to combat against it.
For example, PriceWaterhouse has identified an emerging trend in retail banking รป use of the internet.
"A fundamental shift from traditional banking to the new paradigm, e-commerce, is rapidly altering customers' expectations of their financial institutions. It is a mistake to assume this trend is an American phenomenon. Within the next three to five years, e-commerce in financial services will saturate t
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