Organizations continuously struggle with the challenge of determining the real versus perceived demand for their new products. Sometimes initial sales may be brisk while later sales slow. Or initial sales may be slow while later sales brisk. At other times, sales may be always slow or always brisk. Timing obviously plays a role, we all know this. But beyond timing, many other variables also impact the rate of sales. Forecasting is not about absolutes; it is about making educated plans for production. During NPD, important questions arise that require answers which can be provided through forecasting and scenarios setting.
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