ANALYSIS OF THE IMPACT OF BULLWHIP EFFECT ON ORGANIZATIONAL PERFORMANCE AT THE LEVEL OF A ROMANIAN FMCG COMPANY AND A RETAILER
This study examines and prioritizes the importance of a number of factors related to organizational performance with regard to bullwhip effect and total inventory cost from the retailer’s value chain perspective. Then, an exponential smoothing forecasting and order-up to policy are used to manage firm’s inventory. Under different lead times and at varying forecasting parameters and service level assumptions the bullwhip effect and the retailer’s total inventory cost are measured. Second, a series of tests were undertaken to identify the relationships among the simulations outputs including total inventory cost, bullwhip effect, lead time, forecast inaccuracy and service level. Finally, based on a structural equation model (SEM), a research framework is developed and tested in order to investigate the casual links among the simulation parameters.
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