Abstract
The bullwhip effect has usually been explored between inter-organisational stocking levels. Recently, it has also been explored within intra-organisational stocking levels. A still broader descriptive framework is however missing, one that positions the bullwhip effect construct in intra- and inter-organisational, as well as intra- and inter-channel, stocking levels in and between value chains and value systems. This paper describes a conceptualisation of the multiple facets of the bullwhip effect between stocking levels within and between value chains and value systems. The principal contributions are – a) a typology of stocking level variability; b) a dynamics model of the bullwhip effect construct; c) a framework that describes different levels of analysis of the bullwhip effect; and d) a re-definition of the construct – within or between value chains and value systems. Research proposals are provided that go beyond current definitional boundaries and state-of-the-art research of the bullwhip effect.
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© 2015 Academy of Marketing Science
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Svensson, G. (2015). The Bullwhip Effect: Refined and Redefined. In: Spotts, H. (eds) Assessing the Different Roles of Marketing Theory and Practice in the Jaws of Economic Uncertainty. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11845-1_84
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DOI: https://doi.org/10.1007/978-3-319-11845-1_84
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-11845-1
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