Green Goddess Lawncare, Inc., has enjoyed growing profits for 10 years. When new-product development made it feasible for underground sprinkling systems to be installed at a reasonable price, business soared. Recently, through ________________ the owner of Green Goddess learned about a seed that only needs to be watered two times each year. This innovation could have serious consequences on healthy revenues and profits. The owner is analyzing the _________ environment in order to remain knowledgeable about new trends that may affect his business .