haku: @author Schnaars, S. P. / yhteensä: 6
viite: 4 / 6
| Tekijä: | Schnaars, S. P. Berenson, C. |
| Otsikko: | Growth market forecasting revisited : a look back and a look forward. |
| Lehti: | California Management Review
1986 : SUMMER, VOL. 28:4, p. 71-88 |
| Asiasana: | MARKET FORECASTING GROWTH INDUSTRIAL PERFORMANCE |
| Kieli: | eng |
| Tiivistelmä: | The accuracy of 48 growth market forecasts published in the U.S. business press between 1960 and 1979 is examined. Many of these forecasts failed because they did not consider fundamental aspects of the markets they sought to serve,but were enamored of the underlying technologies or unduly swayed by the "spirit of the times". Successful forecasts were based on simple,but correct assumptions regarding the future and focused on cost and performance advantages. Examples of good and mistaken predictions.The main categories describing the general reasons why some forecasts succeeded are described and explained. Some guidelines for managers to better assessing current predictions. |
SCIMA