Great expectations: why predictions go awry

Abstract

States that most predictions of technology development turn out to be wrong and that many companies suffer financially as a result. Gives examples of a number of companies which have predicted wrongly, showing the variety of reasons for these mistakes. Expands on the reasons and suggests that recognising the pitfalls is a major advantage for predictors and recommends a number of points.

Citation

Brody, H. (1993), "Great expectations: why predictions go awry", Journal of Consumer Marketing, Vol. 10 No. 1, pp. 23-27. https://doi.org/10.1108/EUM0000000002600