Shumway, Horch, and Sager (B)
4 Pages Posted: 21 Oct 2008
In the B case, the consultant looks at historical data for five consumer magazines (Health, Better Homes and Gardens, Working Woman, Country Living, and True Story). For each one, she tries to determine the best method of forecasting circulation that also makes sense in light of external factors. See also the A case (UVA-QA-0396).
Keywords: forecasting, diverse protagonist, female, sales forecasting, diversity case, strategic planning, diversity
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