The contribution of product and industry knowledge to the accuracy of sales forecasting was investigated by examining the company forecasts of a leading manufacturer and marketer of consumable products. The company forecasts of I8 products produced by a meeting of marketing, sales, and production pe
The evolution of sales forecasting management: a 20-year longitudinal study of forecasting practices
β Scribed by TERESA M. MCCARTHY; DONNA F. DAVIS; SUSAN L. GOLICIC; JOHN T. MENTZER
- Publisher
- John Wiley and Sons
- Year
- 2006
- Tongue
- English
- Weight
- 139 KB
- Volume
- 25
- Category
- Article
- ISSN
- 0277-6693
- DOI
- 10.1002/for.989
No coin nor oath required. For personal study only.
β¦ Synopsis
This paper presents results of a survey designed to discover how sales forecasting management practices have changed over the past 20 years as compared to findings reported by and . An up-to-date overview of empirical studies on forecasting practice is also presented. A web-based survey of forecasting executives was employed to explore trends in forecasting management, familiarity, satisfaction, usage, and accuracy among companies in a variety of industries. Results revealed decreased familiarity with forecasting techniques, and decreased levels of forecast accuracy. Implications for managers and suggestions for future research are presented.
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