Very often, we think about culture in society and organisations as two completely different worlds, apparently not connected. The big news is Culture is one single concept wherever it happens, and it is a key factor not only for the development of communities and societies but also for organisations. Muy a menudo, pensamos en la cultura en la sociedad y las organizaciones como dos mundos completamente diferentes, aparentemente no conectados. La gran noticia es que la cultura es un concepto único dondequiera que suceda, y es un factor clave no solo para el desarrollo de las comunidades y las sociedades, sino también para las organizaciones.

The two texts that have been chosen for this critical review are Martin Raymond´s (2010) Trends ForecastersHandbook and An introduction to Cultural Studies by Chris Barker (2008). The purpose of articulating these two texts is to establish connections between the basic definitions of Trend Studies and Cultural Studies. Two fields of research with both humanistic and scientific foundations. This link should help build a new perspective for the study of trends provided they work on humanistic perspective that can be intertwined with a business side of culture. Martin Raymond (2010) is currently one of the key thinkers for Trend Studies and brings with this book a non-academic perspective in an effort to integrate knowledge into business. On the other side, Chris Barker (2008) sets a group of relevant definitions and considerations around Cultural Studies that help us create a framework for it. Both texts are somehow introductory and descriptive and open the opportunity to establish relations between concepts. In his work, Martin Raymond (2010) approaches a methodology for spotting and analysing trends as a way to understand consumers and market contexts in relation to cultural change. When the author describes trends in the first chapter of the book, he mentions: although from the 60s onwards, thanks to the activity of economists writers, mystics and social scientists such as Herman Kahn, Pierre Wack, Michel Godet and Peter Schwartz, this term (tendency) began to be associated also with aspects of our culture more difficult to quantify, such as the emotional, structural, psychological or lifestyle changes that lead people to wear short skirts and not long, to buy frozen vegetables instead of fresh, to choose a brand of car more than another, or to use a PC instead of a Mac. (Raymond 2010:14)

Organizational transformation in the last twenty years has been influenced by the strong presence of technology, mobility, and global connectivity. New forms of organization such as the digital corporation or the network company have appeared and are becoming an excellent resource and model for entrepreneurs and companies around the world. This article presents some values and features of the network company and offers a basic definition of this type of organizations.

The result of almost two years of work sessions, workshops and assessments to public institutions in Colombia. This book provides service design methodologies and tools to help public servants, institutions and organizations create better public services and programs, infused with a human rights perspective.