A simple example: A firm has two segmentations: by region and by product. The region segment revenues fell by 100M each, but in the product segment, all of it rose except for a product that declined by 500M. So we obviously know the issue is with that product right?
What about firms with 10-20 segmentations? Are we expected to drill down on each? Im struggling with this hypothesis approach thing, as it seems that it could easily be wrong and could lead us off the track? What does it actually mean to have a hypothesis? Is it even effective when its changing everytime I do an analysis?