Why should you monitor external environment and trends in particular?

One of the main reasons is that you can find an opportunity for your business. Seeing is one thing and your whole organisation should monitor markets but acting is an entirely different animal as it requires a number of capabilities to act early on the trends before they become ‘common wisdom’. And there are ways to enable your organisation to be fast (one of which is Resource Allocation).

We can learn from Amazon (Source: HEC Paris):