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Women count: Perceptions of forecasting in sales

Author

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  • Wilson, J. Holton
  • Dingus, Rebecca
  • Hoyle, Jeffrey

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.

Suggested Citation

  • Wilson, J. Holton & Dingus, Rebecca & Hoyle, Jeffrey, 2020. "Women count: Perceptions of forecasting in sales," Business Horizons, Elsevier, vol. 63(5), pages 637-646.
    • Handle: RePEc:eee:bushor:v:63:y:2020:i:5:p:637-646
    DOI: 10.1016/j.bushor.2020.06.001
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    References listed on IDEAS

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    3. Michael Gilliland, 2014. "Role of the Sales Force in Forecasting," Foresight: The International Journal of Applied Forecasting, International Institute of Forecasters, issue 35, pages 8-13, Fall.
    4. Anonymous, 2018. "Letter from the Editor," Management and Organization Review, Cambridge University Press, vol. 14(4), pages 649-650, December.
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