Strategic Planning and Forecasting Fundamentals

Loading...
Thumbnail Image
Penn collection
Marketing Papers
Degree type
Discipline
Subject
Marketing
Funder
Grant number
License
Copyright date
Distributor
Related resources
Contributor
Abstract

Individuals and organizations have operated for hundreds of years by planning and forecasting in an intuitive manner. It was not until the 1950s that formal approaches became popular. Since then, such approaches have been used by business, government, and nonprofit organizations. Advocates of formal approaches (for example, Steiner, 1979) claim that an organization can improve its effectiveness if it can forecast its environment, anticipate problems, and develop plans to respond to those problems. However, informal planning and forecasting are expensive activities; this raises questions about their superiority over informal planning and forecasting. Furthermore, critics of the formal approach claim that it introduces rigidity and hampers creativity. These critics include many observers with practical experience (for example, Wrapp, 1967). This chapter presents a framework for formal planning and forecasting which shows how they interact with one another. Suggestions are presented on how to use formal planning for strategic decision making. (For simplicity, references to planning and forecasting in this chapter will mean formal strategic planning and forecasting.) Planning is not expected to be useful in all situations, so recommendations are made on when planning is most useful. Descriptions of forecasting methods are then provided. Finally, suggestions are made on which forecasting methods to use when developing plans for a company.

Advisor
Date Range for Data Collection (Start Date)
Date Range for Data Collection (End Date)
Digital Object Identifier
Series name and number
Publication date
1983
Journal title
Volume number
Issue number
Publisher
Publisher DOI
Journal Issue
Comments
Postprint version. Published in The Strategic Management Handbook, edited by Kenneth Albert (New York: McGraw-Hill 1983), pages 1-32. The author asserts his right to include this material in ScholarlyCommons@Penn.
Recommended citation
Collection