Forecasting sales of innovations is a difficult but compulsory exercise for the good functioning of the company. The chapter presents the main forecasting models and analyzes its challenges for companies.
DONADA, C. et LE NAGARD, E. (2016). Marketing : le difficile exercice de la prévision des ventes de nouveaux produits. Dans: À la pointe du management. 1st ed. Dunod, pp. 143-164.