Faculty & Research

Areas: Marketing Research and Decision Models Forecasting

Authors: Philip Parker, Associate Professor of Marketing

Minimum time required:  1 day

Distribution Contact: 
Philip Parker
INSEAD
Tel: (33) (0)1 60 72 40 00

Description

PENETRATOR is a comprehensive approach to forecasting the diffusion and sales of consumer durables.

Based on data collected from over 300 product categories in over 100 countries, a general approach to forecasting the growth of discontinuous innovations is proposed.

The models generate pre-launch forecasts of sales, household penetration and price declines.

PEDAGOGICAL OBJECTIVES

• Enhance the understanding of forecasting techniques in marketing.
• Demonstrate the advantages of forecasting techniques before the launch of new products.

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