12.5. Forecasting Strategies
The difficulty associated with providing accurate forecasts for electronic business stems from the weak relationship between future and past experience because access paradigms change constantly. For instance, consider the hypothetical case of an online bookstore that has tracked the evolution of its customer base on a monthly basis over several months. The evolution of the customer base can be useful for forecasting future demands as long as the online store does not change its business model. Consider now that the bookstore opens an online mall to sell merchandise ranging from auto parts to shoes. In this new business model, books become just one category of items sold in a large online mall. The history of its ...
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