The value of market information and the bullwhip effect
研究了一个供应商和多个零售商的两阶段供应链中，市场信息对牛鞭效应的影响，发现牛鞭效应随市场份额和提前期增加而增大，随零售商数量和同期相关性增加而减小，并计算了市场信息的价值。
By considering market demand information, the objective of this study is to measure the bullwhip effect in a two-stage supply chain with one supplier and multiple retailers. First, a model is detailed for measuring the bullwhip effect in which multiple retailers exhibit AR(1) demand processes and the order-up-to inventory level is calculated using market demand information. We find results that the bullwhip effect increases with the market share and lead time and decreases with the contemporaneous correlation and the number of retailers. Second, by comparing the bullwhip effect with or without market information, our model can better control and reduce the bullwhip effect. Third, we calculate the value of market information with the newsvendor model and discover that the value of market information increases with the number of retailers and the contemporaneous correlation and decreases with the market share. In addition, numerical analyses are given to verify the previous results. Moreover, some suggestions are presented to help managers make decisions on the bullwhip effect.