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Absatzprognosen: Eine empirische Bestandsaufnahme der unternehmerischen Praxis

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  • Riekhof, Hans-Christian
  • Brinkhoff, Stefan

Abstract

Die möglichst präzise Vorhersage der zukünftigen Absatzentwicklung als Informationsgrundlage für strategische und operative Entscheidungen zur Steuerung des Geschäftes stellt für Unternehmen eine permanente Herausforderung dar. Mit Hilfe von Absatzprognosen sollen Trendentwicklungen und drohende Strukturbrüche in den bearbeiteten Marktsegmenten frühzeitig erkannt und daraus wirksame unternehmerische Maßnahmen abgeleitet werden. Unsere empirische Studie untersucht Absatzprognosen in der unternehmerischen Praxis der 500 größten deutschen Unternehmen mit dem Ziel, einen Überblick zur Relevanz von Absatzprognosen, zur Einschätzung der Prognosegenauigkeit und zur organisatorischen Verantwortlichkeit für Prognosen im Unternehmen zu gewinnen. Darüber hinaus sollen die mit Absatzprognosen verbundenen Herausforderungen jeweils unter kurz-, mittel- und langfristigem Aspekt kritisch bewertet und gleichzeitig die eingesetzten Methoden skizziert werden. Ein weiterer Aspekt der Studie befasst sich mit der Frage, wie Unternehmen auf stark veränderte Absatzprognosen reagieren. Abschließend soll unsere Studie gerade aufgrund der inzwischen vorliegenden recht positiven Forschungsergebnisse zu Prognosemärkten Informationen liefern, in wieweit diese Methodik in der Praxis bekannt ist und eingesetzt wird. Ferner interessiert uns, wie die Stärken und Schwächen sowie die Einsatzpotentiale von Prognosemärkten bewertet werden. Die Ergebnisse der Studie zeigen deutlich, dass treffsichere Prognosen für zukünftige Absatzmärkte sehr bedeutsam sind und hier ein erheblicher Optimierungsbedarf besteht.

Suggested Citation

  • Riekhof, Hans-Christian & Brinkhoff, Stefan, 2014. "Absatzprognosen: Eine empirische Bestandsaufnahme der unternehmerischen Praxis," PFH Forschungspapiere/Research Papers 2014/04, PFH Private University of Applied Sciences, Göttingen.
  • Handle: RePEc:zbw:pfhrps:201404
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