PL EN


2016 | 280 | 199-211
Article title

The role of cultural diversity in new product sales forecasting

Content
Title variants
Rola różnorodności kulturowej w przewidywaniu sprzedaży nowych produktów
Languages of publication
EN
Abstracts
EN
There are currently three basic models, which can be modified, extended and successfully used in forecasting future sales of a new product. But when we apply these models of new product sales forecasting in real market conditions, we must face the fact, that neither of these methods takes into account the diversity of consumer behavior across cultures. In this paper we try to identify relevant cultural factors, significantly influencing the diffusion process, to determine which product categories are culturallybound from this point of view and to identify the range of this impact.
PL
Obecnie wyróżnia się trzy podstawowe modele, które mogą być modyfikowane, rozszerzane i z powodzeniem wykorzystywane w przewidywaniu przyszłych poziomów sprzedaży nowych produktów. Niemniej, gdy zastosuje się te modele przewidywania przyszłych poziomów sprzedaży nowych produktów, w warunkach rynkowych trzeba zmierzyć się z faktem, iż żadna z tych metod nie bierze pod uwagę zróżnicowania zachowań konsumentów w różnych typach kultur. W artykule identyfikujemy właściwe czynniki kulturowe istotnie wpływające na proces dyfuzji nowych produktów, by określić, które kategorie produktu są zależne od kultury oraz aby zidentyfikować zakres wpływu tych kategorii produktu na proces dyfuzji.
Year
Volume
280
Pages
199-211
Physical description
Contributors
author
  • University of economics in Bratislava. Faculty of business management. Department of business administration
  • University of economics in Bratislava. Faculty of business management. Department of business administration
  • University of economics in Bratislava. Faculty of business management. Department of business administration
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Document Type
Publication order reference
Identifiers
ISSN
2083-8611
YADDA identifier
bwmeta1.element.cejsh-6927d69a-3b8e-429c-9fa7-c37e7281b42d
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