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Bulwhip Efect (Overstock Obat Tah)
Bulwhip Efect (Overstock Obat Tah)
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Introduction
Supply chain management (SCM) has been of interest for many years in
literature (Oliver and Webber, 1992; Jones and Riley, 1985, 1987; Houlihan,
1985, 1987; Snowdon, 1988). Stock (2000) states that SCM is an influential
ingredient in todays literature and thinking in the field of logistics. The
management of multiple relationships across the supply chain is often referred
to as SCM (Lambert et al., 1998). Alderson (1957, 1965) recognises the
interdependence between companies business activities in marketing
channels. Forrester (1958) also acknowledges the linkages between business
activities in marketing channels, e.g. in terms of the interactions between the
flows of information, materials, money, and manpower, and capital equipment.
Furthermore, Weld (1916) stresses the importance of addressing the
distribution channel as a whole. SCM addresses the supply chain from the
point of origin to the point of consumption (Mentzer et al., 2001; Lambert, 1992;
Cavinato, 1992). Furthermore, SCM requires co-operation and co-ordination
between companies activities and resources in a supply chain (Xu et al., 2001;
Holmstrom, 1997). Otherwise, the variability of business activities in a supply
chain tend to be amplified as it is moved upstream in the supply chain (Towill,
1996; Lee and Billington, 1992).
Lee et al. (1997a) write that the variance of orders may be larger than that of
sales and the distortion tends to increase as one moves upstream in the supply
chain. Lee et al. (1997b) claim that the information transferred tends to be
distorted and can misguide upstream members in their inventory and
production decisions. This phenomenon is referred to in literature as the
The bullwhip
effect
103
Received September
2001
Revised May 2002
and October 2002
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bullwhip effect (Chen et al., 2000). In fact, practitioners and consultants have
striven to deal with the bullwhip effect, e.g. in the automotive, textile, and retail
industries. In the automotive industry the term just in time (e.g. Sugimore
et al., 1977; Toyoda, 1987) has been used, while in the textile and retail
industries the terms quick response (e.g. Stern et al., 1996) and efficient
consumer response (e.g. Kurt Salmon Associates, 1993; Fernie, 1994) have
been applied. These terms, or business philosophies, aim at reducing the
variability in supply chains, and in the end improve profitability, reduce costs
and increase the overall performance of the supply chain beyond judicial
boundaries as a whole.
Research objective and research question
The bullwhip effect indicates that the inventories in the supply chain tend to be
higher upstream than downstream, e.g. they are caused by factors such as
deficient information sharing, insufficient market data, deficient forecasts or
other uncertainties. Fransoo and Wouters (2000) writes that the bullwhip effect
refers to increasing variability of demand further upstream in the supply chain,
and conclude that the theory of measurement of the bullwhip effect in a
practical setting has received limited attention. The research of the bullwhip
effect has considered inter-organisational echelons, such as two echelons
between companies (e.g. Yu et al., 2001; Chen et al., 2000; Fransoo and Wouters,
2000; Kelle and Milne, 1999), or three/multi echelons between a sequence of
companies (e.g. McCullen and Towill, 2001; Jacobs, 2000; Metters, 1997; Lee
et al., 1997a, b), in supply chains. There is therefore a need for research of the
bullwhip effect on a companys internal inventories, e.g. between a companys
inbound and outbound logistics flows (i.e. two internal stocking levels). The
objective of this research is to explore the bullwhip effect on inventories in
internal echelons.
The process of rational decision making in companies inventory
management is in part based upon the postponement or speculation of
business activities. In some circumstances a company maintains higher levels
of inventories (i.e. speculation), while in others lower levels of inventories are
kept (i.e. postponement), in the inbound and outbound logistics flows. The
process of rational decision making is also influenced by the companies
business activities adding value in a value chain. Lee et al. (1997a) conclude
that the bullwhip effect results from the rational decision making between the
actors in a supply chain (i.e. inter-organisational echelons). This rational
decision making might also be based upon the relationship between actors
within a company (i.e. intra-organisational echelons), such as the actors in
charge of business activities dealing with procurement and physical
distribution. There is a need for research to explore the potential bullwhip
effect in intra-organisational echelons. This research is limited to companies
inventories in inbound and outbound logistics flows (i.e. two internal stocking
levels) and has been formulated as follows: Is there a bullwhip effect in the
The bullwhip
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Source
Definition of SCM
Turner (1993)
A technique that looks at all the links in the chain from raw
materials suppliers, through the various levels of
manufacturing, to warehousing and distribution to the final
customer
Christopher (1992)
Lambert (1992)
Cavinato (1992)
106
Table I.
The meaning of
SCM
Source
Definition of SCM
Stevens (1990)
Ritchie (1990)
Houlihan (1988)
business activities reduces the risk by moving the differentiation nearer to the
time of exchange. It provides a point of departure for a critical examination to
enhance the performance of companies business activities, and for a possible
reduction of the bullwhip effect, in a supply chain. Alderson (1950) states that
the principle of postponement is not an answer to every analytical problem, but
only a major instrument that can be derived from the view that sorting is an
essential function by both the seller and the buyer.
Bucklin (1965) argues that postponement of business activities is only half a
principle and that there must be a converse principle equally significant to a
channel structure, and states: The principle of speculation holds that changes
in form, and the movement of goods to forward inventories, should be made at
the earliest possible time in the marketing flow in order to reduce the costs of
the marketing system. The principle of speculation facilitates a counter-view
in relation to the principal of postponement and enhances a critical examination
to improve the performance of business activities and dealing with the
bullwhip effect. Bucklin (1965, p. 28) comments on the combination of
postponement and speculation of business activities as follows: A speculative
The bullwhip
effect
107
Table I.
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108
inventory will appear at each point in a distribution channel whenever its costs
are less than the net savings to both buyer and seller from postponement. In a
managerial context the ultimate goal is to achieve a balance and harmony
between the postponement and speculation of ones business activities. Both
principles contribute to explain the reasoning behind a companys inventory
management, and provide a platform for cost efficient inventory management
in order to deal with the bullwhip effect in supply chains.
The value chain concept
Previously, it has been stated that a bullwhip effect in a companys inbound
and outbound logistics flows should indicate a positive association between the
levels of inbound and outbound inventories, e.g. if the level of inventory
increases in the outbound logistics flows then the level of inventory also
increases in the inbound logistics flows. The disequilibrium between the points
of inventory in a supply chain might be caused by the value adding process in
companies different business activities. Therefore, the occurrence of the
bullwhip effect does not necessarily have to do with demand variability. It
could be explained by the effects or consequences of the value chain concept
(Porter, 1985). The value chain concept is a guide or tool for identifying
different ways of creating customer value (Porter, 1985, pp. 33-4): ... the value
chain disaggregates a firm into its strategically relevant activities... A firm
gains competitive advantage by performing these strategically important
activities more cheaply or better than its competitors. Generally, the value
chain concept shows that the value chain may be useful in terms of identifying
and understanding fundamental aspects to reach competitive strengths on the
market, and how these activities are tied together in order to create value for
the ultimate consumer. Specifically, the value chain concept identifies
strategically relevant activities that create value and costs in a specific
business. These value chain activities are divided into two broad types:
(1) primary activities, which involve in the physical creation of the product,
its sale, its transfer to the buyer and its aftersale activities; and
(2) support activities, which underpin the primary activities, and each other,
by providing purchased inputs, technology, human resources, and
various company activities.
This research is limited to the primary activities of inbound and outbound
logistics.
Often it is argued that each step in the value chain exists because it provides
or improves the value or adds value to the product and attributes value to the
ultimate consumer. Already at the beginning of this century, the idea of the
value-added process was recognised (Weld, 1916, p. 6): At each step an
increment of value is added by those who handle or transform the product.
The value-added approach contributes in part to the understanding of the
bullwhip effect between a companys inbound and outbound logistics flows.
The bullwhip
effect
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The bullwhip
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to at least one of the two questionnaires. A total of 418 responses (total response
rate: 83.2 per cent) was collected from the identified population. The responses
collected for the questionnaires of the inbound logistics flows from subcontractors were 214 units (response rate: 85.3 per cent). The responses collected
for the questionnaires of the outbound logistics flows to customers were 204 units
(response rate: 81.3 per cent).
An analysis of non-response bias was performed in order to clarify if the nonresponse bias in the survey might affect the results of this study, and if there
were any differences between the companies who answered or participated in the
survey, and the few who did not. The analysis of non-response bias included all
non-response companies that did not answer either of the two questionnaires
used. The principal reasons why they did not participate in the survey was either
that they were too occupied at the time of the research, that they had a policy to
never participate in surveys, or simply that they were not interested in
participating. A non-parametric test (chi square-test: Pearson) was used for the
analysis of non-response bias, using such variables as the number of employees
and the total company sales. There existed no significant difference (significance
, 5 per cent) between obtained responses and non-responses.
Hypotheses
A bullwhip effect between a companys inbound and outbound logistics flows
should indicate a higher level of inventories in the inbound logistics flows than
in the outbound logistics flows. In addition, a bullwhip effect in a companys
inbound and outbound logistics flows should indicate a positive association
between the levels of inventories. For example, if the level of inventory
increases in the outbound logistics flows then the level of inventory also
increases in the inbound logistics flows. Therefore, two hypotheses have been
formulated as follows:
H0a. There is no difference between companies inventories in the inbound
and outbound logistics flows
H0b. There is no association between companies inventories in the inbound
and outbound logistics flows
Empirical findings
A selection of univariate, bivariate, and multivariate statistical techniques was
used to analyse the collected data on inventories from the companies inbound
and outbound logistics flows (e.g. Norusis, 1993, 1994). A total of 13 items were
used to measure and estimate the inventories in the companies inbound and
outbound logistics flows (see the Appendix). Initially, these items were
structured according to three pre-specified dimensions, namely inventory
turnover (i.e. B1-B6), lead time (i.e. B7-B11) and inventory trend (i.e. B12 and
B13). A variety of items based upon various dimensions have been applied in
order to test the stability and randomness of the collected answers.
The bullwhip
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Table II.
Factor analysis of
inventory items in
the inbound
logistics flows
Item
Factor
3
Communality
per variable
B3.
B1.
B7.
B9.
B8.
B2.
0.881
0.852
20.025
20.059
20.076
0.021
20.097
0.884
0.788
20.003
0.088
2 0.005
0.140
2 0.320
0.822
2 0.031
0.055
0.062
0.005
2 0.131
0.785
0.738
0.806
0.727
0.698
0.161
20.038
0.060
20.096
0.078
20.015
0.738
0.097
2 0.111
0.113
0.821
0.801
0.593
0.691
0.658
19.2
17.9
17.1
16.9
19.2
37.1
54.3
71.2
Table III.
Factor analysis of
inventory items in
the outbound
logistics flows
Community
per variable
0.798
0.799
0.778
0.719
0.682
0.689
0.723
0.685
(4) Factor 4 consists of the variables B12 and B13, which represent the
trends for the lead times and the inventory levels. This factor is labelled
outbound inventory level trends.
Differences and associations between inbound and outbound inventories
The comparisons between the inventories in companies inbound and outbound
logistics flows are analysed in this section (i.e. H0a and H0b). The differences are
tested by the aid of three different statistical bivariate tests (e.g. Norusis, 1993).
One parametric test is applied, namely the paired samples t-test. In addition,
two non-parametric tests are applied as a complement, namely the sign test and
the Wilcoxon matched pairs signed-ranks test. The associations or the so-called
correlations are tested by the aid of three different statistical bivariate
correlations tests (e.g. Norusis, 1993). One parametric test is applied, namely
the Pearson correlation coefficient. In addition, two non-parametric tests are
applied as a complement, namely the Spearman rank correlation coefficient and
the Kendall rank correlation coefficient.
It has been shown above that different dimensions and various items have
been used to estimate the inventories in companies inbound and outbound
logistics flows. In addition, different scales have been used in order to evaluate
the stability and the randomness of the statistical outcomes shown in
Tables IV-VI. The following abbreviations are used:
P1
= sign test;
**
The bullwhip
effect
115
Table IV.
Inventory turnovers
in inbound and
outbound logistics
flows
(2 )
(2 )
(2 )
(2 )
(2 )
65.1
41.2
15.0
14.7
4.3
B1.
B2.
B3.
B4.
B5.
Inbound
184.9
52.7
64.5
19.1
4.5
(+)
(+)
(+)
(+)
(+)
Outbound
Outbound
Inventory turnover
Variable
Item
Factor
**
**
*
P1
**
**
**
**
**
Difference
W
S1
0.715**
0.165
0.888**
0.163
0.316**
P
0.880**
0.329**
0.136*
0.293**
0.141
0.260**
S
0.435**
0.186*
0.376**
0.187
0.316**
Association
K
Association
K
S
0.101
0.142
116
Inbound
Inventory turnover
+
+
+
C
+
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Variable
Factor
(+/2)
(2)
(+)
(2)
(+)
10.7 (+/2 )
32.8 (+)
53.4 (2)
29.1 (+)
3.5 (2)
Outbound
Outbound
Lead time
Inbound
Item
Inbound
Lead time
*
*
**
P1
**
**
**
*
**
**
Difference
W
S1
0.046
0.052
0.338**
0.073
0.214**
P
0.277**
0.187**
0.101
0.181**
0.134*
0.167**
Association
K
0.238**
0.132
0.254**
0.178*
0.206**
+
+
+
C
+
Association
K
S
0.166*
0.245*
The bullwhip
effect
117
Table V.
Lead times in
inbound and
outbound logistics
flows
Table VI.
Inventory trends in
inbound and
outbound logistics
flows
4.6 (+)
3.5 (+)
3.6 (2 )
Inbound
4.5 (2)
3.2 (2)
3.8 (+)
Outbound
Outbound
Trend
Item
Variable
Factor
*
*
P1
*
*
Difference
W
S1
0.230**
0.233**
0.205**
P
0.191*
0.232**
0.226**
0.176**
Association
K
0.259**
0.254**
0.207**
Association
K
S
0.136*
0.206*
118
Inbound
Trend
+
+
+
C
+
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The bullwhip
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119
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120
Figure 1.
The bullwhip effect the
gap between speculation
and postponement of
business activities
The bullwhip
effect
121
Figure 2.
The see-saw model of the
bullwhip effect
Figure 3.
A typology of the
bullwhip effect based
upon the postponement
and speculation of
business activities in
intra-organisational
echelons
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The bullwhip
effect
123
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124
Figure 4.
A model of bullwhipeffect scenarios in a
dynamic business
environment
extent. These three components influence and may be incorporated into the
context of the typology of the bullwhip effect in Figure 3.
Based upon the previous theoretical frameworks and proposed
incorporations into the context of the typology of the bullwhip effect in
Figure 3, a model of bullwhip effect scenarios in a dynamic business
The bullwhip
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125
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126
Based upon the multivariate and bivariate analyses of this research, the null
hypotheses H0a and H0b. It is concluded that companies inventories are
significantly higher in the inbound logistics flows than in the outbound
logistics flows. In addition, the variability between the inventories in
companies inbound and outbound logistics flows tends to pull in the same
direction. It is therefore interpreted that the empirical findings of this research
indicate a potential bullwhip effect in intra-organisational echelons based upon
companies inbound and outbound logistics flows.
This research has been limited to the difference and association between two
intra-organisational echelons. The relative change of the size of variability
between inbound and outbound logistics flows has been beyond the scope of
this research. Therefore, further research might explore this specific limitation
in intra-organisational echelons. Further research may also be dedicated to
exploring the impact of the principles of postponement and speculation on the
occurrence of the bullwhip effect in intra- and inter-organisational multiechelons in supply chains across industries. Causes of the bullwhip effect have
to be explored beyond current theoretical contexts, such as the application of
other non-traditional theoretical concepts and frameworks. The dynamic
business environment may be considered in terms of the generic dependencies
in a network context.
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The bullwhip
effect
129
IJPDLM
33,2
Appendix
The univariate outcome for each item for the inbound logistics flows is shown in Table AI, and
for each item for the outbound logistics flows in Table AII. The items have been translated from
Swedish into English. Therefore, minor bias of the significance of each item may have appeared
in the translation from one language to the other.
Item
Table AI.
The univariate
outcome of
inventory items in
the inbound
logistics flows
130
Mn
Me
Md
Sk
Ku
Item
B1. Our companys highest inventory turnovers
in the in the outbound logistics flows are . . .?
B2. The highest inventory turnovers in the
outbound logistics flows to customers
correspond to approximately _____ per cent
of the total inventories in the outbound
logistics flows
B3. Our companys lowest inventory turnovers in
the outbound logistics flows are . . .?
B4. The lowest inventory turnovers in the
outbound logistics flows to customers
correspond to approximately _____ per cent
of the total inventories in the outbound
logistics flows
B5. How high or low is your companys average
inventory turnover in the outbound logistics
flows?
B6. The trend for our companys inventory
turnover in the outbound logistics flows
is . . .?
B7. Our companys shortest lead times in the
outbound logistics flows to customers are
approximately _____ day(s)
B8. The shortest lead times in the outbound
logistics flows to customers correspond to
approximately _____ per cent of total sales
B9. Our companys longest lead times in the
outbound logistics flows to customers are
approximately _____ day(s)
B10. The longest lead times in the outbound
logistics flows to customers correspond to
approximately _____ per cent of total sales
B11. How short or long are your companys
average lead times in the outbound logistics
flows to customers?
B12. The trend for our companys lead times in
the outbound logistics flows is . . .?
B13. The trend for our companys inventory level
in the outbound logistics flows is . . .?
Mn
Me
Md
156
184.9
30
52
Sk
6.6
Ku
The bullwhip
effect
51.8
131
143
52.7
50
50
2 0.1
2 1.3
148
64.5
9.1
92.9
142
19.1
10
2.2
3.9
198
4.5
2 0.0
2 0.6
198
4.5
0.1
0.8
166
10.7
8.4
78.0
157
32.8
20
0.9
2 0.5
163
53.4
30
30
3.8
15.7
155
29.1
20
1.1
2 0.1
202
3.5
0.2
2 0.6
202
3.2
2 0.3
0.8
202
3.8
0.0
0.3
Table AII.
The univariate
outcome of
inventory items in
the outbound
logistics flows
management and logistics research. International Journal of Physical Distribution & Logistics Management
35:9, 664-705. [Abstract] [Full Text] [PDF]