A method is developed for evaluating forecasting models with respect to both error and complexity in forecasting. Several types of forecasting accuracy measures (MSE, MPE, MAPE, Theil′s U‐Statistic and a loss cost function) are examined and the approach is illustrated using short‐term...

The importance of analytical techniques in international marketing is illustrated. An overview of related research is given. The question is asked, “Which way will research on the subject go in the future?”