Herbig, Paul; Milewicz, John; Golden, James E. - In: Journal of Business & Industrial Marketing 9 (1994) 1, pp. 60-69
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 behavior between industrial product firms and consumer product firms. Examines issues such...