product innovation blog

Chicago Event: New Product Forecasting


sales forecastingMarch 6th 2015
9am – 4:30pm

Chicago Chapter of the American Statistical Association is sponsoring a conference on prediction and forecasting.



One of the speakers is Kenneth Kahn on a critical topic for product developers:

Addressing the Challenges of New Product Forecasting

Many companies implicitly equate the efforts to forecast new products and forecast existing products. As will be discussed, each should be distinguished due to particular differences across the dimensions of data, analytics, forecast, plan, and measurement. The following presentation delves into the nature and impact of these differences on forecasting and prescribes ways in which to manifest a more meaningful new product forecasting endeavor.

Learning objectives:

Participants will:
– Learn issues that affect new product forecasting success.
– Receive benchmarks for new product forecasting accuracy.
– Understand a process approach to new product forecasting.

About the speaker:

Kenneth B. Kahn, Ph.D. is a Professor of Marketing and Executive Director of the da Vinci Center at Virginia Commonwealth University. Holding degrees in industrial engineering and marketing, his teaching and research interests address product innovation, product management, and demand forecasting of current and new products.

He has published over forty-five articles in such journals as the Journal of Product Innovation Management, Journal of Business Research, Journal of Forecasting, Journal of Business Forecasting, and Business Horizons; authored the books Product Planning Essentials (Sage Publications, 2000; M.E. Sharpe, 2012) and New Product Forecasting: An Applied Approach (M.E. Sharpe, 2006); and served as editor of the PDMA Handbook on New Product Development, 2nd and 3rd editions (Wiley & Sons, 2004, 2013). His industrial experience includes serving as an industrial engineer and project engineer for the Weyerhaeuser Company and a manufacturing engineer for Respironics, Inc. He has consulted and conducted training sessions with numerous companies, including Accenture, Acco Brands, Capital One, Coca-Cola, ConAgra, Havi Global Solutions, and John Deere.

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