Forecasting: Trials and Tribulations
James Golden
(Professor of Marketing at the Department of
Management/Marketing, Jacksonville State University, Alabama, USA.)
John Milewicz
(Professor of Marketing at the Department of
Management/Marketing, Jacksonville State University, Alabama, USA.)
Paul Herbig
(Professor of Marketing at the Department of
Management/Marketing, Jacksonville State University, Alabama, USA.)
3525
Abstract
The function which managers most despise is the art of forecasting. By its very nature it concerns guessing the outcome of future events. No matter how sophisticated computer‐driven techniques and programs are evolved, the future has inherently within it events beyond the control of managers. Reviews forecasting and provides several recommendations on how one could go about minimizing biases within the forecasting process.
Keywords
Citation
Golden, J., Milewicz, J. and Herbig, P. (1994), "Forecasting: Trials and Tribulations", Management Decision, Vol. 32 No. 1, pp. 33-36. https://doi.org/10.1108/00251749410050642
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited