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The evolution of sales forecasting management: a 20‐year longitudinal study of forecasting practices
Author(s) -
MCCARTHY TERESA M.,
DAVIS DONNA F.,
GOLICIC SUSAN L.,
MENTZER JOHN T.
Publication year - 2006
Publication title -
journal of forecasting
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.543
H-Index - 59
eISSN - 1099-131X
pISSN - 0277-6693
DOI - 10.1002/for.989
Subject(s) - sales forecasting , variety (cybernetics) , demand forecasting , technology forecasting , empirical research , marketing , computer science , economics , operations research , business , artificial intelligence , engineering , statistics , mathematics
Abstract 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 Mentzer and Cox (1984) and Mentzer and Kahn (1995). 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. Copyright © 2006 John Wiley & Sons, Ltd.