Abstract
A palavra tendência teve uso extensivo e sofre associações forçosas, sendo usada como justificativa ou qualificação de produtos e serviços dos mais diversos fins. Além disso, aplica-se uma gama de taxonomias dentro do escopo semântico da palavra, o que compromete seu entendimento e estudo. O objetivo deste trabalho foi reduzir a complexidade sobre o conceito de tendência e normatizar suas terminologias. A pesquisa realizada teve natureza qualitativa e abordagem analítica. A metodologia decorreu das pesquisas bibliográfica e comparativa, relacionando dados de diferentes autores sobre as taxonomias que aplicavam para caracterizar diferentes tipologias de tendências. Aplicando a codificação axial (Grounded Theory), pode-se reduzir a quantidade de termos em dois: macrotendências e microtendências. Macrotendências correspondem a tendências socioculturais amplas, tendo longa duração e alto impacto. Microtendências são menos duradoras e impactantes, atingem apenas alguns segmentos do mercado ao apresentar orientações para produtos e serviços.
Highlights
The word trend was extensively used, and forcedly associated with products and services as an argument, qualification, or legitimation
One sees the application of a range of various taxonomies within the semantic scope of the word, which compromises their understanding and study
Macro trends correspond to broad sociocultural tendencies that have long duration and high impact
Summary
The word trend was extensively used, and forcedly associated with products and services as an argument, qualification, or legitimation. One sees the application of a range of various taxonomies within the semantic scope of the word, which compromises their understanding and study. The objective of this study was to reduce the complexity of the concept and to standardize its terminologies. The methodology approach comprised bibliographical and comparative research, contrasting data from different authors regarding the taxonomies applied to characterize different typologies of trends. Applying axial coding (Grounded Theory), the quantity of terms was reduced to two: macro trends and micro trends. Macro trends correspond to broad sociocultural tendencies that have long duration and high impact. Micro trends are less durable and impactful, reaching only a few market segments by presenting guidelines for products and services
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