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Predicting Consumer Demand in an Unpredictable World

Predicting Consumer Demand in an Unpredictable World

verified_publisherHarvard Business Review - Cesar Brea, and Sanjin Bicanic, and Yue Li, and Shweta Bhardwaj

Predicting consumer demand for goods and services during the Covid-19 pandemic is more complicated than ever. To improve prediction, managers must abandon their biases and seek out new data sets for forecast models, tap local-market knowledge, combine the outputs of many different models, and …

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