The evolution of sales forecasting management: a 20-year longitudinal study of forecasting practices

Donna F. Davis, John T. Mentzer, Teresa M. Mccarthy and Susan L. Golicic
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Donna F. Davis: Texas Tech University, Lubbock, Texas, USA, Postal: Texas Tech University, Lubbock, Texas, USA
John T. Mentzer: University of Tennessee, Knoxville, Tennessee, USA, Postal: University of Tennessee, Knoxville, Tennessee, USA
Teresa M. Mccarthy: College of Business and Economics, Lehigh University, Bethlehem, Pennsylvania, USA, Postal: College of Business and Economics, Lehigh University, Bethlehem, Pennsylvania, USA
Susan L. Golicic: University of Oregon, Eugene, Oregon, USA, Postal: University of Oregon, Eugene, Oregon, USA

Journal of Forecasting, 2006, vol. 25, issue 5, pages 303-324

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.

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