Megamistakes: Forecasting and the Myth of Rapid Technological Change

Megamistakes: Forecasting and the Myth of Rapid Technological Change

by Steven P. Schnaars
     
 

Editorial Reviews

Library Journal - Library Journal
The downside of megatrends is, of course, megamistakes. The big mistakes are all those wrong predictions regularly issued by think tanks, politicians, and market researchers, and, according to marketing professor Schnaars (Baruch Coll., CUNY), there are many. Here he reviews both good and bad forecasts and finds a 75 percent to 85 percent error rate. Most new consumer products fail, often as the result of mistaken technology forecasts, ``viruses that attack (industry's) lifeblood,'' he contends. Schnaars concludes by recommending solutions for practitioners; in the earlier part of the book, he addresses a general audience. Despite mixed intentions, this is a useful work for both public and business libraries.-- Justine Roberts, Univ. of California at San Francisco Lib.

Product Details

ISBN-13:
9780029279526
Publisher:
Free Press
Publication date:
11/10/1988
Pages:
224
Product dimensions:
6.43(w) x 9.58(h) x 0.91(d)

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