It should be noted that‘‘prospective strategique''in Francophone countries often stressed these elements, as did occasional futures studies elsewhere.)
and in several countries these small inner circles were seen also to have let down policymakers, by failing to highlight critical emerging areas (notably microelectronics
as Jaspers et al. 16 discuss in the case of Germany's Future programme. FTA ACTIVITIES necessarily involve, in a very central position, engaging knowledgeable agents,
When the FTA PROCESS involves a wide range of key actors in the case of the Nordic H2 energy foresight coming from several countries there are special challenges confronted in shared knowledge creation (even in agreeing upon which of Bell's‘‘posits''to explore
This might include material such as a SWOT analysis related to the area of concern (how a country or organisation stands in relation to it
Scenarios of US and Global Society Reshaped by Science and Technology, Oakhill Press, Greensboro, 1997 (available at http://www. josephcoates. com/2025 pdf. html (accessed 29/07/2009)).
the case of‘Future',Seville, First International EU US Seville Seminar on Future-oriented technology analysis, 2004 (available at http://forera. jrc. ec. europa. eu/fta/papers
. Jorgensen, Technology foresight in the nordic countries, A Report to the Nordic Industrial Fund, Oslo, Center for Innovation and Commercial Development, Risoe-R-1362 (EN),
Countries, in: L. Georghiou, J. Cassingena Harper, M. Keenan, I. I. Miles, R. Popper (Eds.),
The Handbook of Technology foresight, Edward Elgar, Cheltenham, UK, 2008.12 Quoted from http://ec. europa. eu/research/fp6/ssp/swami en. htm,
IPTS-ISTAG, European commission, Luxembourg, 2001.27 Royal Society and Royal Academy of Engineering, Nanoscience and Nanotechnologies:
safeguards in a world of ambient intelligence (SWAMI), Second International Seville Seminar on Future-oriented technology analysis, Seville, September 28 29,2006 (available at:
http://forera. jrc. ec. europa. eu/documents/papers/paper%20dark%20scenarios%20fta%20conf%20sept. pdf (accessed 29/07/09). 44 H. S d
*Denis Loveridge b, Ozcan Saritas b adg Joint research Centre Institute for Prospective Technological Studies, Calle Inca Garcilaso 3, 41092 Seville, Spain
cristiano. cagnin@ec. europa. eu (C. Cagnin), denis. loveridge@manchester. ac. uk (D. Loveridge), ozcan. saritas@manchester. ac. uk (O. Saritas.
and Development in 1992 23 by representatives of 179 countries) and is at the heart of the quest for new forms of global governance. 5. Corporate industrial activity
Their aimis to ensure thatmnes operate in harmony with the policies of the countries where they operate.
More recently, industry and retailers in some countries have taken independent initiatives to develop standards and health related schemes.
for which there is evidence in recent EU moves towards requirements for 100%recyclability, should be part of any new mantra for FTA.
at least, the Second International Seville Conference on Future-oriented technology analysis (September 2006. The greater acknowledgement of the co-evolution of technology and society,
The fourth section presents the respondents'profile summary with a set of descriptive statistics including (i) the country of residence (
so for example, James Hanson's presentation to the US Congress in 1988 about possible global warming on the horizon,
2. Country of residence; 3. Affiliation-type of organization represented. Then, the in the second part, the respondents were asked to identify a list of trends, drivers of change, wild cards/shocks, weak signals and discontinuities.
years of experience, country of residence and affiliation;(3) 15 STEEP Categories for each domain of interest:
3. 1. 3. Further analysis Analysis of each of the Domains of Interest according to%distribution by years of experience, country of residence, affiliation;
Fig. 1 illustrates that the majority of the respondents were from the EU member states, with a considerable portion of respondents from Asia-Australia and North america.
This gave the main orientations of the trends were represented with a radar diagram (Fig. 4).(TD$FIG Fig. 1. Country of residence.
political and military region Different environmental abuses Reversal of globalization and growth of anti-globalization India and China create increased demand for petrol and minerals Increased widespread diseases
Joint assessment of country of residence and trends. Amajority of the respondents (over 55%)that assessed
and contributed trends were from the EU-27 countries. There was a balanced distribution between the respondents from the EU-candidate countries and Australasian countries,
which amounted approximately 28%of the respondents, who contributed trends. Impact assessment. The majority of the respondents around the globe considered that more than 75%the trends will have high impact on the STEEP systems.
Within the respondents from Australasia and EU Candidate countries the percentage went up to 90%.%Likelihood and time horizon assessment.
whereas the respondents from Australasia and EU Candidate countries mostly stated a medium likelihood of occurrence for the majority of the trends.
More than half of the respondents from North america and the EU countries suggested a medium time horizon (between 2016 and 2025) for the occurrence of the trends identified.
The assessment of the respondents from EU Candidate and Associate countries seemed to be the opposite with high controversy expectations.
North american and EU respondents considered the level of controversy medium. This distribution and differentiation could be a result of how recent technology challenges such as genetically modified organisms have attracted more intense controversy in Europe than in other regions
and how the EU countries in contrast to the EC Candidate countries have had now the experience
Joint assessment of country of residence and drivers of change. Approximately 60%of the drivers were assessed by the EU-27 respondents.
Again, a balanced distribution was observed between the EU-candidate countries and Australasian countries. TD$FIG Fig. 6. Orientations of drivers of change.
TD$FIG Fig. 7. Frequency distribution of top 10 drivers. O. Saritas, J. E. Smith/Futures 43 (2011) 292 312 303 Impact assessment.
The respondents from North america and the EU countries suggested similar assessments for the likelihood of occurrence of the drivers identified.
The majority of respondents from the EU member and associate countries and North america considered that around half of the drivers will occur between 2016 and 2025.
whereas the majority of the respondents from the EU Candidate countries assessed the time horizon for the occurrence of drivers after 2025.3.2.3.3.
Energy 17 Rising cost and crises in oil production Bio-fuel generation Spread of nuclear energy production toward developing countries Lack of energy sources Innovation for new energy sources
and climate change lead to descent scenarios Ecology Economy 50 Global financial imbalances create national commercial rivalries China's role in international affairs:
and response of the US toward China's growth Kyoto protocol full implementation Political resistance to economic globalization and deregulation Rising economies demand for energy, electricity drives modernisation
affiliation and country of residence. Experience time horizon. As the years of experience increased, the time horizon for the occurrence of wild cards tended to remain between 2016 and 2025.
Country of residence time horizon. Respondents from the EU Candidate countries have a longer time horizon,
compared to the respondents from the rest of Europe. The respondents from North america have balanced a more distribution of time horizons among short
shift to alternatives Ecology Economy 32 Global trade conflicts intensify between developed and developing countries Civil war in China Unexpected freeze of northern hemisphere pushes population to immigrate south G8
3. 2. 5. 2. Joint assessment of country of residence and discontinuities. Over 60%of the respondents assessed discontinuities were from the EU-27 countries.
The candidate country respondents constituted the second largest group. Impact assessment. The impacts of the discontinuities identified were considered to be high by most of the respondents around the globe.
The majority of the respondents from the US (54%)considered low likelihood of occurrence for discontinuities.
The figure was opposite for the EU member countries where most of the respondents (46%)considered high likelihood of occurrence for the discontinuities.
whereas most of the EU member country respondents suggest that the discontinuities will emerge between 2016 and 2025.
Runaway global warming Increase of poverty China leads world in green and renewable energies Accelerated arctic ice shelf melting push international climate treaties Rising
of weak signals by time horizon, affiliation and country of residence. Experience time horizon. The respondents with a Foresight experience longer than 1 year expect most the majority of the weak signals to emerge in the medium term future (2016 2025),
Country of residence time horizon. Regardless the country of residence most of the respondents have medium term time horizon, with a higher emphasis from the EU Associate countries.
Table 6 Examples of weak signals. Examples of weak signals by category A b c Society & Culture 61 Concept of rational behaviour in modernity losing value
and moon Rights to robots Energy 9 Russia turns off gas oil for political purposes Solar energy price descants Shift to hydrogen energy Wrong prediction of oil prices by IEA Ecology
Economy 27 Widening the rift between rich and poor More rights of China Induced migration due to inundation and climate change Price hikes in energy,
materials and food Democratisation of China Sunspot theory of climate change Privatisation criticised more China implodes due to several political conflicts Diverse opinions on environmental issues Geopolitics
1) trends and drivers by experience, country of residence and affiliation and also by responses on impact, likelihood, controversy and horizon time;(
4 N. Damrongchai, P. Satangput, G. Tegart, C. Sripaipan, Future technology analysis for biosecurity and emerging infectious diseases in Asia-pacific, Science and Public policy 37 (1)( 2010
*Cristiano Cagnin b a Australian Centre for Innovation, Australia b European commission, DG Joint research Centre, Institute for Prospective Technological Studies, Spain‘‘Cassandra was a daughter of Hecuba
The setting for the interviews was the Future-oriented technology analysis International Conference organised by the EU Joint research Centre Institute for Prospective Technology studies (IPTS) in Seville in October 2008.
Available online 19 november 2010 A b s T R A c T This paper is based on a series of interviews with nine leading researchers conducted during the Future-oriented technology analysis International Conference held in Seville
Analysis of these interviews paints a picture of FTA as an increasingly important approach being adopted in many countries to address the many challenges which are emerging at this time in human history.
§This paper is based on interviews with nine leading FTA researchers conducted during the Future-oriented technology analysis International Conference held in Seville on October 16 17,2008.
A full list of the interviewees is provided in Annex 1. A video of the interviews can be accessed at http://forera. jrc. ec. europa. eu/fta 2008/videos. html.*Corresponding author at:
rj@aciic. eng. usyd. edu. au (R. Johnston), cristiano. cagnin@ec. europa. eu (C. Cagnin.
since the 2006 International Seville FTA Conference had seen significant development in FTA capacity across many countries and regions:‘‘
A paper by Calof and Smith at the 2008 International Seville FTA Conference 3 concludes‘‘methodology,
Inmany countries government officials have been largely resistant to the concept and value of FTA. It does not fit easily with established public administration procedures and protocols.
R. Johnston, C. Cagnin/Futures 43 (2011) 313 316 314 The first FTA Conference in 2004 gathered predominantly the EU-US community together to take stock of the developments
and in all components of public and private decision-making. 4. Conclusions The interviews conducted as a component of the Future-oriented technology analysis International Conference held in Seville on 16 17 october 2008 provide a clear insight into the current state of the FTA
R. Johnston, C. Cagnin/Futures 43 (2011) 313 316 315 Ricardo Seidl da Fonseca UNIDO, Austria.
FTA Conference, Seville, 2008.3 J. Calof, J. Smith, Critical success factors for government led foresight, in:
Future-oriented technology analysis International Conference, Seville, October, 2008, accessible at: http://forera. jrc. ec. europa. eu/fta 2008/prog day1. html. 4 F. Scapolo, E. Cahill, New horizons and challenges for future-oriented technology analysis, in:
Proceedings of the EU-US Scientific Seminar: New technology Foresight, Forecasting & Assessment Methods, 2004, European communities Technical Report EUR 21473 EN. 5 F. Scapolo, New horizons and challenges for future-oriented technology analysis:
The 2004 EU-US Seminar, Technological forecasting and Social Change 72 (9)( 2005. 6 Cagnin, et al.
Eds.),), Future-oriented technology analysis: Strategic intelligence for an Innovative economy, Springer, Berlin, 2008.7 F. Scapolo, A l. Porter, M. Rader, Future-oriented technology analysis (FTA:
http://forera. jrc. ec. europa. eu/fta 2008/conclusions. html. 10 UK Foresight programme, Flood and Coastal Defence, 2004, http://www. foresight. gov
The 4th International Seville Conference on Future-oriented technology analysis (FTA) held in May 2011 illustrated the existing variety of FTA APPROACHES to address structural
ISSN 1463-6689 jforesight j PAGE 279 Vicente Carabias is a Senior Scientist in‘‘Foresight and Sustainable development''and EU Contact Point at the Institute of Sustainable development,
ZHAW Zurich University of Applied sciences, Winterthur, Switzerland. Peter De Smedt is based at the SVR Research centre, Brussels, Belgium.
Germany. implementing FTA METHODS but also their benefits in enabling a better understanding of complex systems which interact in each situation and in defining effective policy responses.
Having led the former Swiss contribution to PASTILLE (EESD-FP5; Promoting Action for Sustainability Through Indicators at Local Level in Europe), INTELCITIES (IST-FP6) and REFORM (Rok-FP6),
He is a Board member of The swiss Academic Association for Environmental Research and Ecology (SAGUF Swiss Expert for the International Energy Agency (IEA) Demand-Side Management (DSM) Task XXIV on Behaviour Change,
and Swiss Management Committee member for the COST Action TU1104 on Smart Energy Regions. Furthermore, he contributes to knowledge transfer from research into teaching.
Vicente Carabias is the corresponding author and can be contacted at: cahu@zhaw. ch Peter De Smedt has a background in ecological system analyses.
On a broad range of regional and EU projects, involving foresight and integrated assessment, Peter worked together with experts
Design/methodology/approach A literature review carried out in context of the EU funded transport project OPTIC (see www. optic. toi. no) reveals that differentiating between different types of uncertainty is possible.
10.1108/14636681211256071 Jens Schippl and Torsten Fleischer are both Senior researchers at the Karlsruhe Institute of technology (KIT), Institute for Technology assessment and Systems analysis (ITAS), Karlsruhe, Germany.
A literature review carried out in context of the EU funded transport project OPTIC (see DLR and KIT,
heavy growth rates in freight transport in the EU on roads from and to eastern European countries Effect of a bypass road on kilometres driven in an area (additional traffic might be attracted.
Building on the work of the German Risk Commission (Risk Commission 2003), in the context of this paper risk is understood, in its economic/toxicological/engineering sciences definition,
The reduction of at least 80 per cent is at the lower end of the range (80-95 per cent) estimated by the Intergovernmental Panel on Climate change (IPCC, 2007) for industrialised countries in accordance with the two-degree target.
The backcasting approach has frequently been used in countries like The netherlands, Canada, Australia (e g. Dunlop, 2009),
(what a small country such as Finland does, has no effect on the global problem; therefore it does not make sense to burden oneself with trying), scattered community structure, motoring as every man's right,
knowledge intensive services highly concentrated in the south of the country. Middle-and northern parts of the country live from agriculture,
forest industry and mining Buildings Very strict norms on energy consumption for both old and new buildings,
He has worked on a number of futures-oriented research and development projects with several Finnish ministries and security organisations and in several EU-funded research projects.
Similar projects and funding can be seen in the other industrialised countries as well. R. O. van Merkerk, H. van Lente/Technological forecasting & Social Change 72 (2005) 1094 1111 1095 2. Method:
Many countries and firms feel the need to explore and stimulate its possibilities. The future of nanotechnology has become an important topic for technology firms, policy makers and research institutes.
R. O. van Merkerk, H. van Lente/Technological forecasting & Social Change 72 (2005) 1094 1111 1100 Nantero (US Patent No. 20030165074.
Second, at the level of the EU, a 6th framework programme has been approved. The Nanosafe project assesses the risks involved in the production
As invited professor in philosophy and sociology of technology he stayed 6 months at the University of Oviedo, Spain.
Design/methodology/approach These assumptions are tested in a scenario design exercise that explores the future evolution of the sustainable development paradigm and its implications in the Spanish urban development model.
Recent research in Spain (Ferna'ndez Gu ell et al. 2009-2011) has shown that most public agencies in charge of urban and regional planning,
Universidad Polite'cnica de Madrid, Madrid, Spain. Leticia Redondo is an Architect & Urban Planner in the Urban and Regional planning Department, Universidad Polite'cnica de Madrid, Madrid, Spain.
In the second half of the twentieth century, urban planning abandoned its visionary origins and became more technocratic,
which exemplifies the procedures followed in most countries when rural land is rezoned as urban. Thus, urban planning can be conceptualised by two major sets of elements (see Figure 1). The first set is articulated by the urban planning value chain,
This conceptual model may vary a lot from one country to other. For example, some steps of the value chain may be mandatory in certain places,
which social attitudes towards sustainable development were explored in the Spanish context for the horizon 2025 (Fundacio'n OPTI, 2007).
In this scenario, Spanish society gives priority to human and social requirements over purely consumption-oriented needs.
This context clearly benefits the Spanish productive system because it incorporates a sustainable integrated economy into the global markets.
The Spanish economy is balanced more and diversified than 20 years ago when it was dominated by the construction and tourism sectors.
In this scenario, Spanish society is driven mainly by egocentric values. At the national level, solidarity amongst regions has deteriorated significantly due to resistance by the wealthiest territories to share their profits with their least developed counterparts.
Despite the economic cycle's ups and downs, the Spanish economy keeps growing at an acceptable rate.
but at the same time, Spanish society as a whole is inclined to support sustainable development models.‘‘‘‘Back to basics''is marked by the failure of the previous development model,
In this scenario, Spanish society suffers a deep disenchantment with the socioeconomic model that prevailed at the end of the twentieth century.
The stagnation experienced by the Spanish economy is similar to the one suffered by most European countries.
Nearly 20 personal interviews were made with planning practitioners and public officials in Spain. Interviewees were questioned systematically about their attitude toward future studies
The first group of findings relate to the advisability of changing the Spanish urban development model
Whichever scenario materialises in the near future, the sustainability paradigm in Spain will be achieved, depending on the fulfilment of a number of prerequisites:
In brief, Spain faces a major challenge to change social and cultural behaviour towards sustainable development. Overcoming this challenge will mean undertaking significant changes in day-to-day habits,
www. foresightplatform. eu (accessed 14 july 2011. European Spatial Planning Observation Network (2007), Scenarios on the Territorial Future of Europe, ESPON, Belgium.
http://forlearn. jrc. ec. europa. eu/guide (accessed 16 september 2011. Fundacio'n OPTI (2007), Estudio de prospectiva sobre el comportamiento social ante el desarrollo sostenible, Fundacio'n OPTI, Madrid.
), Institute for Prospective Technological Studies (IPTS), Seville, Spain. The views expressed in this article are purely those of the author
The Futurict project (www. futurict. eu) is a multidisciplinary international scientific endeavour with a special focus on techno-socioeconomic-environmental systems.
r evealing the hidden laws and processes underlying societies''(www. futurict. eu). The objective is
''in this respect, has been used in the US to define the work of computer scientists in exploring data models that predict
as well as the political capital invested in regulatory management systems PAGE 344 jforesight jvol. 14 NO. 4 2012 now established in most OECD countries.
and prioritizing the future areas of regulation. 6. These were the cases of the future-oriented technology assessment exercises conducted during the period 1974-1995 by the US Office of Technology assessment (OTA).
methodologies and selected applications'',paper presented at the Second International Seville Seminar on Future-oriented technology analysis: Impact of fta Approaches on Policy and Decision-making, Institute for Prospective Technological Studies, Seville.
Bo rjeson, L.,Ho jer, M.,Dreborg, K.-H.,Ekvall, T. and Finnveden, G. 2006),‘Scenario types and techniques:
Haegeman, K.,Scapolo, F.,Ricci, A.,Marinelli, E. and Skolov, A. 2011),‘Premises and practices in combining quantitative and qualitative FTA METHODS'',paper presented at the 4th International Seville Conference
on Future-oriented technology analysis, Seville. Helbing, D. 2011), The Futurict knowledge accelerator to explore and manage our future, available at:
''paper presented at the 4th International Seville Conference on Future-oriented technology analysis, Seville. Johnston, R. 2008),‘Historical review of the development of future-oriented technology analysis'',in Cagnin, C.,Keenan, M.,Johnston, R.,Scapolo, F. and Barre',R. Eds), Future-oriented technology analysis:
''a paper presented at the 4th International Seville Conference on Future-oriented technology analysis, Seville. Miles, I. and Keenan, M. 2003),‘Two and a half cycles of foresight in the UK'',Technikfolgenabscha tzung Theorie und Praxis, Vol. 12, pp. 41-9. PAGE
Rader, M. 2001),‘Monitoring of technology assessment activities'',report by the European Science and Technology observatory Network, Seville.
Saritas, O. 2011),‘Systemic foresight methodology'',paper presented at the 4th International Seville Conference on Future-oriented technology analysis, Seville.
I. 2011),‘Foresight in an unpredictable world'',paper presented at the 4th International Seville Conference on Future-oriented technology analysis, Seville.
36 40, D-76021 Karlsruhe, Germany Received 13 may 2004; received in revised form 30 september 2004;
political paradigms have changed, EU legislation and international competition leave less room for direct governmental activities in many technological fields.
In the last years, in many countries due to economic and social pressures there is a shift of focus towards technologies that stimulate
Graue Reihe 36, European Academy Bad Neuenahr-Ahrweiler, Germany. 5 T. Fleischer, Technikgestaltung fu r mehr Nachhaltigkeit:
After serving as a project manager for several technology assessment studies for the Institute for Technology assessment and Systems analysis (ITAS) of Forschungszentrum Karlsruhe, Germany,
and the Office of Technology assessment at the German Parliament (TAB), he is currently heading the project group btechnology Assessment for Nanotechnologiesq at ITAS.
he worked as researcher at the German Aerospace Center (DLR) in Stuttgart. Between 1997 and 2002 he was a member of the scientific staff of the Europa ische Akademie Gmbh where he managed several TA-projects
C/Inca Garcilaso 3, 41092, Sevilla, Spain b Weber, AIT Austrian Institute of technology, Department of Foresight & Policy development, Donau-City-Straße 1, 1220
, Vienna, Austria c Impetu Solutions, Palacio de Miraflores, Carrera de San Jerónimo, 15-2, 28014, Madrid, Spain Published online:
The fourth editiio (2011) of the International Seville Conference on Future-Orientedtechnologyanalysis (FTA) focused its attention on processes of transformative change in response to Grand Societal Challennges
C/Inca Garcilaso 3, 41092 Sevilla, Spain K. Matthias Weber AIT Austrian Institute of technology, Department of Foresight & Policy development, Donau-City-Straße 1, 1220 Vienna, Austria Totti Könnölä Impetu Solutions, Palacio de Miraflores
, Carrera de San Jerónimo, 15-2, 28014 Madrid, Spain The views expressed are purely those of the authors
and may not in any circumstances be regarded as stating an official position of the European commission. Notes 1. Call for papers, Fourth International Seville Conference on Future-oriented technology analysis (FTA),
http://foresight. jrc. ec. europa. eu/fta 2011/FTA2011 CALL FINAL. pdf. Last accessed July 2012.2. A fourth religious/mythological perspective can add to bridging the gap between the systems analysis and the real world.
The organisational and the personal perspectives deal with humans collectively and individually, while the technological and religious perspectives are created constructs by humans (Linstone 2011a).
Fourth international Seville conference on future-oriented technology analysis, May 12 13, Seville. Hames, R. 2011b. Feedback on the 2011 international Seville conference on future-oriented technology analysis.
IPTS internal note. Inayatullah, S. 1998. Causal layered analysis: Poststructuralism as method. Futures 30, no. 8: 815 29.
Fourth international Seville conference on future-oriented technology analysis, May 12 13, Seville. http://foresight. jrc. ec. europa. eu/fta 2011/documents/download/PRESENTATIONS/Keynotes/FTA%202011
Fourth international Seville conference on futureorieente technology analysis, May 12 13, Seville. http://foresight. jrc. ec. europa. eu/fta 2011/documents/download/PRESENTATIONS/Keynotes/JO
New perspectives for developing countries. World Development 13, no. 3: 441 63. Polanyi, M. 1998. Personal knowledge:
In Second international Seville seminar on future oriented technology analysis: Impact of fta approaches on policy and decision-making, Theme 2 FTAEVALUATION, Impact and Learning, September 28 29, Seville, 12 pp.
Taleb, N. N. 2007. The black swan: The impact of the highly improbable. Newyork: Random House.
Arenas of governance Foresight objective Priority-setting Networking Building visions Strategic orientation Macro policy priority-setting National/EU level stakeholders networks Overall political
‘What I resent is the pressure from Europe to force one country to adopt this very dangerous technology'(371.
In most OECD countries, for instance, nanotechnology is listed now as top priority; referring to the efforts other governments have planned (Berube 2006.
Subsequent foresight activities address specific regions (the EU, the USA, and Asia) and countries, by breaking down global scenarios into the firm's main sectors and business areas,
that is, chemicals, plastics, performance products, agriculture and nutrition products, and oil and gas. These country and business scenarios derive from a more focused analyssis
which considers a larger set of framework variables, such as national regulations or exchange rates, and market issues, such as moves by suppliers and established competitors.
and trucks in different geographic areas and countries. Foresight and decision-making Decision-makers at BASF seamlessly embedded foresight activities in the strategy formulation process.
The key drivers of change for example, rise of new rivals from emerging countries and financial crisis had relevant consequeence on the evolution of the main components of the business (micro) environment and thus on the organisation.
BASF and Daimler could clearly know in advance who were (i) competitors (i e. in case of Daimler, other major carmakers and historical rivals such as BMW or new major companies from newly industrialised countries);(
iii) customers (firms and citizens of the most industrialised countries and the emerging ones; and (iv) providers of complementary products (fuel from oil majors.
Daimler's managers could be quite confident as well of the main activities of the value chain for example, assembly of components and production and distribution of cars and the main markets industrialised and emerging countries.
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