Naslov
Forecasting the life cycle of a new seasonal durable

Autori
Radas, Sonja

Izvornik
Ekonomski pregled : mjesečnik Hrvatskog društva ekonomista Zagreb (0424-7558) 52 (2001), 1-2; 206-218

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
diffusion; seasonality; new product

Sažetak
In marketing there is a long tradition of the use of diffusion models to forecast long-term sales of a new durable or technology. Diffusion models predict the life cycle of the product based on a few parameters. One of the parameters that were not taken in consideration in diffusion models prior to 1998 is seasonality. In this paper author applies Radas-Shugan method (published by Radas and Shugan in 1998) to incorporate seasonality in Bass diffusion model. This paper illustrates how to use the method and the adapted Bass model to forecast the life cycle of a new seasonal durable and to answer some important managerial questions.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Rad je objavljen u časopisu koji zadovoljava uvjete navedene u Pravilniku o mjerilima vrednovanja časopisa i publikacija s međunarodno priznatom recenzijom, kao i s njima po vrsnoći izjednačenih časopisa i publikacija (NN 59/96).

POVEZANOST RADA