Women count: Perceptions of forecasting in sales

J. Holton Wilson, Rebecca Dingus and Jeffrey Hoyle

Business Horizons, 2020, vol. 63, issue 5, 637-646

Abstract: This study identifies sales managers’ perceptions of sales forecasting. We surveyed close to 400 business-to-business sales managers, split about equally by gender, and concluded forecasting-related preferences, beliefs, and desires. Herein, we evaluate gender differences and identify some critical perceptions of women that differ from the perceptions of their male counterparts. We also compare attitudes, behaviors, and demographics of women and men. We conclude with organizational recommendations and implications for firms concerning hiring practices, forecasting tool selection, training and development, and the use of an employee resource group.

Keywords: Business-to-business sales; Forecasting; Sales managers; Women in sales (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:63:y:2020:i:5:p:637-646

DOI: 10.1016/j.bushor.2020.06.001

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