Special Issue Article Open Access

LINKING THE AWARENESS OF MODERN PPC TECHNIQUES WITH THE PERCEIVEDUSEFULNESS OF FORECASTING: EMPIRICAL FINDINGS FROM INDIAN SMES

Abstract

This paper explores the forecasting practices of the selected Indian Small and Medium Enterprises. A model and framework is developed to link the awareness of modern PPC techniques with the perceived usefulness. The model was empirically tested using the data collected from a questionnaire schedule administered among the selected Small and Medium Enterprises. It is observed that the perceived use of forecasting, influence Small and Medium Enterprises performance. Reasons for the low level usage of forecasting and its implications are discussed in the paper. The paper ends with the suggestions for improving the usage of forecasting and Small and Medium Enterprises performance.

Anu N S, Aiswarya C A, Biju Augustine P

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