investigating a contemporary marketing problem or issue that has global implications. At the same time, you may be able to participate in some of the opportunities provided by various marketing associations. If you choose to participate in those activities, be aware that it is strictly voluntary and will not affect your grade. However, the contests offer suggestions for current marketing research topics. You may select a topic from one of the websites or you may select a topic of your own. The only requirements are that the issue needs to have implications for businesses or organizations in a global business environment, and it needs to contain a perspective on ethical leadership and/or corporate social responsibility (CSR). Note that the websites and information may need to be updated after 2020. You will need to look at the websites for updates.

Assume that you have been asked by the president of your organization to devise a systematic approach to scanning the market for trends related to your business; the president does not want to be surprised by major market or competitive developments. What would you recommend? (be sure to state your industry.)