Making futures research useful: The practitioner's opportunity

Futures research has a vital and practical contribution to make to the business world, to the improvement of marketing strategy. However, futures researchers need to have increased experience in a business environment to be fully aware of the multiplicity of factors to be considered in formulating a plan for marketing strategy and forecasting business events. Ultimately the futurists' greatest contribution is not one of accurate prediction but of orchestration and coordination of ideas from disparate sources.