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| Is the Market Sales Information Sharing in Supply Chain Always Beneficial?——Analysis from the Perspective of the Bullwhip Effect |
| SHEN Dong1,XIANG Guopeng1,PAN Kewen2 |
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2. School of Business Administration Zhejiang Gongshang University
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Abstract Although information sharing is frequently considered an effective means to eliminate the bullwhip effect, some researchers hold an opposite view. At present, informationization has generated a huge amount of market information and has enabled the effortless collection and processing of information. However, whether the sharing of such important and common information is beneficial to weakening the bullwhip effect has not yet been academically verified. This study intends to conduct a theoretical analysis and experimental research on this topic. Research results indicate that market sales information sharing in a supply chain can reduce order fluctuations across all echelons of the supply chain and the amplitude of the increase in order fluctuation between adjacent echelons. Market sales information sharing in a supply chain can also reduce more order fluctuations of upstream businesses than those of downstream enterprises. In addition, we have discussed the application process of market information and discovered several interesting rules. Research results indicate that sharing such information has a significant role in weakening the bullwhip effect of a supply chain; moreover, the effects vary based on different echelons of enterprises. These findings promote the theoretical study and simultaneously demonstrate direct practical significance.
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Received: 28 March 2016
Published: 15 October 2016
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Corresponding Authors:
SHEN Dong
E-mail: fuyu_ning@126.com
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2016, Vol. 
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