Value of Information in Capacitated Supply Chains
Management Science
Promocast": a New Forecasting Method for Promotion Planning
Marketing Science
The Effect of Collaborative Forecasting on Supply Chain Performance
Management Science
The Value of Information Sharing in a Two-Level Supply Chain
Management Science
Supply Chain Inventory Management and the Value of Shared Information
Management Science
Manufacturer Benefits from Information Integration with Retail Customers
Management Science
Planning Marketing-Mix Strategies in the Presence of Interaction Effects
Marketing Science
Promotion Effect on Endogenous Consumption
Marketing Science
SKU demand forecasting in the presence of promotions
Expert Systems with Applications: An International Journal
Expert Systems with Applications: An International Journal
Save the best for last? The treatment of dominant predictors in financial forecasting
Expert Systems with Applications: An International Journal
Performance of supply chain collaboration - A simulation study
Expert Systems with Applications: An International Journal
| Hi-index | 12.06 |
It is widely recognized that promotions enhance product sales. Other factors such as seasonality, special days, customer preferences and economic factors may also have an impact on demand. Yet, endeavours to model the dependency of demand on various factors are scarce. We develop a conceptual demand-factor model to represent the dependency of demand on these factors. We examine and validate the conceptual model through structural equation modelling, using sales data of a leading soft drink company involved in supply chain collaboration with downstream retailers. We find that promotional and seasonal factors have a large and direct impact on sales, while special days like festivals and bank holidays have limited influence. Our approach is versatile and can assist demand planners in understanding the demand during promotional events, and in the planning and execution of promotional deals.