경영과학 (Korean Management Science Review)

한국경영과학회 (The Korean Operations Research and Management Science Society)
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시장 출시 전 신상품 수요 예측에 관한 연구 : 위성DMB 사례를 중심으로

A Prelaunch Forecasting Model for New Products with an Application to the Satellite DMB Market in Korea

  • 박윤서 (전북대학교 경영학부) ;
  • 변상규 (한국전자통신연구원 정보통신서비스연구단)
  • 발행 : 2006.11.30
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⟨ 이전 논문 다음 논문 ⟩

초록

This study is to propose a sales forecasting framework for new products in the prelaunch phase where no saies data are available. For the purpose we first develop an extended Bass model with the dynamic market potential and then propose an estimation method based on the market survey and scenario methodology. The proposed parameter estimation method is different from previous studies in that most of them have only Proposed the management judgments or analogies. We also apply the proposed model to satellite DMB market in Korea to verify the model.

키워드

참고문헌

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