Competitor-oriented Objectives: The Myth of Market Share

Competitor-oriented objectives, such as market-share targets, are promoted by academics and are commonly used by firms. A 1996 review of the evidence, summarized in this paper, indicated that competitor-oriented objectives reduce profitability. However, we found that this evidence has been ignored by managers. We then describe evidence from 12 new studies, one of which is introduced in this paper. This evidence supports the conclusion that competitor-oriented objectives are harmful, especially when managers receive information about market shares of competitors. Unfortunately, we expect that many firms will continue to use competitor-oriented objectives to the detriment of their profitability

Demand Forecasting: Evidence-based Methods

We looked at evidence from comparative empirical studies to identify methods that can be useful for predicting demand in various situations and to warn against methods that should not be used. In general, use structured methods and avoid intuition, unstructured meetings, focus groups, and data mining. In situations where there are sufficient data, use quantitative methods including extrapolation, quantitative analogies, rule-based forecasting, and causal methods. Otherwise, use methods that structure judgement including surveys of intentions and expectations, judgmental bootstrapping, structured analogies, and simulated interaction. Managers' domain knowledge should be incorporated into statistical forecasts. Methods for combining forecasts, including Delphi and prediction markets, improve accuracy. We provide guidelines for the effective use of forecasts, including such procedures as scenarios. Few organizations use many of the methods described in this paper. Thus, there are opportunities to improve efficiency by adopting these forecasting practices.Accuracy, expertise, forecasting, judgement, marketing.

Role thinking: Standing in other people’s shoes to forecast decisions in conflicts

Better forecasts of decisions in conflict situations, such as occur in business, politics, and war, can help protagonists achieve better outcomes. It is common advice to “stand in the other person’s shoes” when involved in a conflict, a procedure we refer to as “role thinking.” We tested this advice in order to assess the extent to which it can improve accuracy. Improvement in accuracy is important because prior research found that unaided judgment produced forecasts that were little better than guessing. We obtained 101 role-thinking forecasts from 27 Naval postgraduate students (experts) and 107 role-thinking forecasts from 103 second-year organizational behavior students (novices) of the decisions that would be made in nine diverse conflicts. The accuracy of the forecasts from the novices was 33% and of those from the experts 31%. The accuracy of the role-thinking forecasts was little different from chance, which was 28%. In contrast, when we asked groups of participants to each act as if they were in the shoes one of the protagonists, accuracy was 60%.combining; group decision-making; simulated interaction; unaided judgment

Competitor-oriented Objectives: The Myth of Market Share

Competitor-oriented objectives, such as market-share targets, are promoted by academics and are common in business. A 1996 review of the evidence indicated that this violation of economic theory led to reduced profitability. We summarize the evidence as of 1996 then describe evidence from 12 new studies. All of the evidence supports the conclusion that competitor-oriented objectives are harmful. However, this evidence has had only a modest impact on academic research and it seems to be largely ignored by managers. Until this situation changes, we expect that many firms will continue to use competitor-oriented objectives to the detriment of their profitability.Competition, Market Share, Objectives, Profitability.

Structured analogies for forecasting

When people forecast, they often use analogies but in an unstructured manner. We propose a structured judgmental procedure that involves asking experts to list as many analogies as they can, rate how similar the analogies are to the target situation, and match the outcomes of the analogies with possible outcomes of the target. An administrator would then derive a forecast from the experts' information. We compared structured analogies with unaided judgments for predicting the decisions made in eight conflict situations. These were difficult forecasting problems; the 32% accuracy of the unaided experts was only slightly better than chance. In contrast, 46% of structured analogies forecasts were accurate. Among experts who were independently able to think of two or more analogies and who had direct experience with their closest analogy, 60% of forecasts were accurate. Collaboration did not improve accuracy.accuracy, analogies, collaboration, conflict, expert, forecasting, judgment.

Global warming: Forecasts by scientists versus scientific forecasts

In 2007, the Intergovernmental Panel on Climate Change’s Working Group One, a panel of experts established by the World Meteorological Organization and the United Nations Environment Programme, issued its Fourth Assessment Report. The Report included predictions of dramatic increases in average world temperatures over the next 92 years and serious harm resulting from the predicted temperature increases. Using forecasting principles as our guide we asked: Are these forecasts a good basis for developing public policy? Our answer is “no.” To provide forecasts of climate change that are useful for policy-making, one would need to forecast (1) global temperature, (2) the effects of any temperature changes, (3) the effects of alternative policies, and (4) whether the best policy would be successfully implemented. Proper forecasts of all four are necessary for rational policy making. The IPCC Report was regarded as providing the most credible long-term forecasts of global average temperatures by 31 of the 51 scientists and others involved in forecasting climate change who responded to our survey. We found no references to the primary sources of information on forecasting methods despite the fact these are easily available in books, articles, and websites. We audited the forecasting processes described in Chapter 8 of the IPCC’s WG1 Report to assess the extent to which they complied with forecasting principles. We found enough information to make judgments on 89 out of a total of 140 forecasting principles. The forecasting procedures that were described violated 72 principles. Many of the violations were, by themselves, critical. The forecasts in the Report were not the outcome of scientific procedures. In effect, they were the opinions of scientists transformed by mathematics and obscured by complex writing. Research on forecasting has shown that experts’ predictions are not useful. We have been unable to identify any scientific forecasts of global warming. Claims that the Earth will get warmer have no more credence than saying that it will get colder.accuracy; audit; climate change; evaluation; expert judgment; mathematical models; public policy

Value of Expertise For Forecasting Decisions in Conflicts

In important conflicts, people typically rely on experts' judgments to predict the decisions that adversaries will make. We compared the accuracy of 106 expert and 169 novice forecasts for eight real conflicts. The forecasts of experts using unaided judgment were little better than those of novices, and neither were much better than simply guessing. The forecasts of experts with more experience were no more accurate than those with less. Speculating that consideration of the relative frequency of decisions might improve accuracy, we obtained 89 forecasts from novices instructed to assume there were 100 similar situations and to ascribe frequencies to decisions. Their forecasts were no more accurate than 96 forecasts from novices asked to pick the most likely decision. We conclude that expert judgment should not be used for predicting decisions that people will make in conflicts. Their use might lead decision makers to overlook other, more useful, approaches.Bad faith, Framing, Hindsight bias, Methods, Politics.