Long gone are the days when firms produced demand forecasts based purely upon mathematical calculations. The modern reality is one of negotiation-based push and pull between the various departments contributing to the process, all of whom have their own functional targets to meet and personal incentives that they wish to obtain. Conflicting agendas and how to overcome them is key to accurate forecasting.

RSM Discovery - Management Knowledge

This article draws its inspiration from Stefanie Brix’s PhD thesis Mind the Gap between Demand and Supply – A behavioral perspective on demand forecasting.

Rotterdam School of Management (RSM), Erasmus University

Brix, S. (2016). Supply and demand forecasting: more than just a numbers game. RSM Discovery - Management Knowledge, 25(1), 20–22. Retrieved from http://hdl.handle.net/1765/93044