Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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Demand Forecasting for B2B Electronic Products : The Case of Personal Computer Market

B2B 전자제품 수요예측 모형 : PC시장 사례

  • 문정웅 (서울시립대학교 경영대학) ;
  • 장남식 (서울시립대학교 경영대학) ;
  • 조우제 (서울시립대학교 경영대학)
  • Received : 2015.10.19
  • Accepted : 2015.12.02
  • Published : 2015.12.31
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Abstract

As the uncertainty of demand in B2B electronics market has increased, firms need a strong method to estimate the market demand. An accurate prediction on the market demand is crucial for a firm not to overproduce or underproduce its goods, which would influence the performance of the firm. However, it is complicated to estimate the demand in a B2B market, particularly for the private sector, because firms are very diverse in terms of size, industry, and types of business. This study proposes both qualitative and quantitative demand forecasting approaches for B2B PC products. Four different measures for predicting PC products in B2B market with consideration of the different PC uses-personal work, common work, promotion, and welfare-are developed as the qualitative model's input variables. These measures are verified by survey data collected from experts in 139 firms, and can be applied when individual firms estimate the demand of PC goods in a B2B market. As the quantitative approach, the multiple regression model is proposed and it includes variables of region, type of industry, and size of the firm. The regression model can be applied when the aggregated demand for overall domestic PC market needs to be estimated.

Keywords

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