Differences in forecasting behaviour between large and small firms

Abstract

If there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns guessing the outcome of future events. Do all firms forecast the same? Compares forecasting behaviour between large and small firms and examines questions such as who does the forecasting, how often do they do forecasts, what areas are forecasted, what techniques are used, why they do it, what results are like from forecasting effort, and are they satisfied or dissatisfied. Examines significant differences in forecasting behaviour and makes conclusions.

Citation

Smith, H.C., Herbig, P., Milewicz, J. and Golden, J.E. (1996), "Differences in forecasting behaviour between large and small firms", Journal of Marketing Practice: Applied Marketing Science, Vol. 2 No. 1, pp. 35-51. https://doi.org/10.1108/EUM0000000000006