From FMCG to durables
Abstract:
A multitude of predictive systems have been developed for FMCG products, many with a fairly reliable track record. The same cannot be said for durables. In this paper, the authors discuss a range of factors that differentiate both the research process and the predictive systems in the two areas and suggest that in many cases the FMCG models cannot simply be adapted for durables. The paper concludes with some suggestions for successful durable modelling.
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