Search results

This chapter examines the use of mathematical programming to remove systematic bias from demand forecasts. A debiasing methodology is developed and applied to demand data from an actual service operation. The accuracy of the proposed methodology is compared to the accuracy of a well-known approach that utilizes ordinary least squares regression. Results indicate that the proposed method outperforms the least squares approach.

Today’s business environment has the nature that challenges the decision-making processes of businesses with its many different factors including technological developments and changing consumer structures. Previous research focused on specific contexts of the business environment regarding marketing and innovation issues, however, an integrative approach can be helpful for understanding and taking actions. This study aims to present a comprehensive framework which employs sensemaking from management literature as an approach to evaluate the market environment. Following a conceptual approach for the methodology, a framework consisting of three stages: discovery, sensemaking, and prediction is included in the study. Proposed framework identifies the stages for the sensemaking of consumers and can guide marketing decision-makers for competitiveness in the digital world.