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Sales Forecasts for the Consumer Chain: Are We Kidding Ourselves?

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  • Joe Roy

Abstract

"We should be making today what was sold yesterday, and shipping it tomorrow"-this is Joe Roy's call to manufacturers and distributors of products. Joe argues that rapid response to changes in consumer demand should supersede the traditional supply-chain goal of establishing inventory targets based on sales forecasts. Furthermore, he states that the problem with sales forecasts is that they are typically for longer periods than required and that they serve as a crutch to manufacturing's lack of responsiveness to demand. He advocates that, in a "consumer chain," time means next day! Copyright International Institute of Forecasters, 2016

Suggested Citation

  • Joe Roy, 2016. "Sales Forecasts for the Consumer Chain: Are We Kidding Ourselves?," Foresight: The International Journal of Applied Forecasting, International Institute of Forecasters, issue 43, pages 38-41, Fall.
    • Handle: RePEc:for:ijafaa:y:2016:i:43:p:38-41
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