Pisano, P., Pironti, M. & Rieple, A. (2015) define trends as "...a combination of social, technological, psychological and economic characteristics ". Company customers, employees and suppliers in order to create or customize products or services that reflect market changes. These trends can be divided into 2 categories: socioeconomic trends and technological trends. Socioeconomic trends. Socioeconomic trends include, but are not limited to crowdsourcing and the sharing economy. - Crowdsourcing involves gathering ideas from social events such as fundraisers, meetings, for the purpose of change or innovation. Pisano, P., Pironti, M. & Rieple, A. (2015) find that companies are turning to unorganized settings for crowdsourcing. In the medical field, conferences are often held where new ideas, technologies and strategies are shared among colleagues. These conferences range from $200.00 to $2,000.00 depending on the complexity of the topic. - The sharing economy is the ability to share information, data and services around the world. This information sharing should be accessible to all. This information sharing increases companies' visibility into their goods and services. This visibility also increases the value of the company