Getting Your Forecasting and Planning Fundamentals Right: A Case Study
In our previous issue (Winter 2011), Alec Finney and Martin Joseph advised readers on how to fine-tune a company’s forecasting and planning fundamentals. They recommended a three-step audit to focus on: • How good do we think we are? • In reality, how good are we? • How good should we strive to become? This new article illustrates how the audit process plays out within an organization. It provides two accounts based on a case study of a global biotechnology specialty-care group based in Paris, France. Alec and Martin’s story presents the auditors’ viewpoint. It describes the way the audit and subsequent analysis probed beneath the surface to reveal not only consensus views but polarized and outlying views. Hannah’s story is the internal view at the company, describing the challenges faced, how the interviews were received, and how the recommendations were presented to management. She concludes with an assessment of the benefits that accrued. Copyright International Institute of Forecasters, 2011
Getting Your Forecasting and Planning Fundamentals Right
In their previous Foresight article (Winter 2009), Alec Finney and Martin Joseph described the Forecasting Mantra, the elements of which guide the proper creation and presentation of the forecast. Now they employ the Mantra as a basis for an audit of an organization’s forecasting performance. The audit reveals problems with the process, enables the prioritizing of new investments in process improvement, and helps a company avoid overspending. Copyright International Institute of Forecasters, 2011
Hispanic marketing : connecting with the new latino consumer
* Cultural Marketing: A new understanding * The Composition of the Hispanic/Latino market * The Latino Essense of "Hispanic" * Language Considerations in Marketing to US Hispanics * Enculturation, Acculturation, and Assimilation: A Bicultural Horizon * Latino Subjective Culture: Insights for Positioning * Culturally Informed Research among Latinos * The U.S. Hispanic Marketing Industry * The Digital World of U.S. Latinos * Latino Consumers and the Future of U.S. Marketing