TY  - JOUR
AB  - This case looks at an important business task: forecasting a new product. The case can be used to teach finance, marketing (new product introduction), and healthcare strategy. The product is one of Amgen's most important new products: denosumab. On the surface, the case is fairly easy; students simply have to do some simple mathematical calculations. However, the challenges of forecasting quickly become apparent; every forecast depends on some critical assumptions, and the answer can vary dramatically.Highlight the importance of forecasting as a business task. Give students the opportunity to create a forecast, using logical assumptions to generate an answer. Illustrate how dramatically forecasts can vary. Demonstrate why sensitivity analysis and customer understanding are both critical when trying to forecast a new product launch.
VL  - 
IS  - 
SN  - 2474-6568
DO  - 10.1108/case.kellogg.2016.000126
UR  - https://doi.org/10.1108/case.kellogg.2016.000126
AU  - Calkins Tim
AU  - Nayna Aggarwal
PY  - 2017
Y1  - 2017/01/01
TI  - Forecasting Denosumab
T2  - Kellogg School of Management Cases
PB  - Kellogg School of Management
SP  - 1
EP  - 15
Y2  - 2024/04/25
ER  -