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The evolution of sales forecasting management: a 20-year longitudinal study of forecasting practices

✍ 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

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✦ 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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