Forecasting a Market in a Chaotic Environment: Learnings From Ecuador, a Highly Volatile Economy
Esteban Vega-H.Corporacion Maresa Holding, Ecuador
G. Bernardo CreamerInstitute of Economic Studies, San Francisco University, Ecuador
INTRODUCTION
Constant changes in developing countries are common; to be well prepared for them, firms need to adapt their sales strategies in accordance with the environment. Under these conditions, some understanding of the coming of crisis or sales booms is crucial for the firm in order to adapt its marketing plans and product stocks.
Marketing research professionals are responsible for coming up with reliable forecasts of future market conditions,...