Smith, Henry C.; Herbig, Paul; Milewicz, John; Golden, … - In: Journal of Marketing Practice: Applied Marketing Science 2 (1996) 1, pp. 35-51
If there is any one function managers most despise, it is the art of forecasting. By its very nature it concerns guessing the outcome of future events. Do all firms forecast the same? Compares forecasting behaviour between large and small firms and examines questions such as who does the...