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

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 & Cox and Mentzer & Kahn. 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.