Identification of a sales forecasting technique

Abstract

The goal of the study is to develop a general structured approach to the problem of identification of a sales forecasting technique with a focus on small and medium-sized enterprises (SMEs). SMEs are characterized by shortage of resources therefore the identification of a technique can be particularly problematic. In order to do so, the following tasks were outlined and solved: analyzing and comparing the different sales forecasting techniques; analyzing SMEs’ forecasting specifics; providing recommendations for choosing the forecasting method for specific business settings. Finally, consistent with the principles of ‘design-science’ approach the artifact - decision table - was developed and empirically tested. The results of the study can be interesting for analysts; SMEs’ managers and researchers in the field of sales forecasting management.