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Jia Wu Goes West
Alegre, Inés; Canela, Miguel Ángel; Güçlü, BurçinFocused Case ADFC-4-EAnálisis de decisiones, MarketingThe objective of this case is to illustrate forecasting with monthly sales data. It is based on historical data for household goods sales in the United Kingdom from January 1997 to December 2011. Students are challenged to develop a model for this data and to calculate a forecast for 2012 sales based on that model. There is a companion IESE focus case, ADFC-3 "The Jia Wu Expansion," which describes Jia Wu's earlier expansion to Australia. The pur...Desde 8,20 €