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Tomorrow’s Markets

In: Entrepreneurship and Innovation During Austerity

Author

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  • Ian Chaston

Abstract

In terms of determining how the new austerity might alter the demand for an organisation’s products or services, a possible starting point is to comprehend what influences customer needs and how these change over time. Ultimately the demand for virtually all goods, with the possible exception of certain areas of public sector expenditure, is determined by consumer demand. In some cases, such as clothes or housing, this demand is of a direct nature, reflecting actual consumer expenditure, whereas in the case of business-to-business (B2B) markets demand is ‘derived’. This occurs because sales are ultimately determined by consumer purchasing further downstream within a market system.

Suggested Citation

  • Ian Chaston, 2013. "Tomorrow’s Markets," Palgrave Macmillan Books, in: Entrepreneurship and Innovation During Austerity, chapter 5, pages 69-86, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-32443-6_5
    DOI: 10.1057/9781137324436_5
    as

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