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The Bullwhip Effect in Supply Chain Management

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Lingua:  English
Distortion in information among the members of the supply chain network (popularly called as “The Bullwhip Effect”) can cause a reduction in the operational efficiency of a business leading to losses.
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Shifts in demand are problematic for every supply chain. The Bullwhip effect refers to the phenomenon where the fluctuation of inventory amplifies as one goes upstream the supply chain. A small variance in the demands of the downstream end customers may cause dramatic variance in the upstream demand under the condition that the distortions of demand related information exist among members of the supply chain network. In response to the bullwhip effect, automotive industry adopted just in time, textile industries used quick response and retail industries implemented efficient consumer response.

About the author

Venkatesh Ganapathy presently works as Associate Professor (Marketing) in Presidency Business School, Bangalore. He has worked in the industry for close to two decades in organisations like Castrol India Limited (part of BP PLC) and Firepro Systems Private Limited. He has had a rich and diverse cross-functional experience during his stint in the corporate world. He has published 15 books so far. He is also the author of 50 research papers that have been published in national and international journals of repute. He has presented his research efforts in national and international conferences and has been the recipient of awards and scholarships. He has a profound interest in content marketing and has written over 300 blogs. His research interests are in retail marketing, services marketing and  supply chain management.

  • Prologue
  1. The Bullwhip Effect
  2. Causes of Bullwhip Effect
  3. Consequences of Bullwhip Effect
  4. Jay Forrester – Discoverer of Bullwhip Effect
  5. Hau Lee & his Contribution to the Bullwhip Effect
  6. Research on Bullwhip Effect
  7. Managing Echelon Inventory
  8. Variability and Uncertainty in a Supply Chain
  9. The Service Bullwhip Effect
  10. Bullwhip Effect in a Health Care Supply Chain
  11. Bullwhip Effect in a Hybrid Supply Chain
  12. Industry Examples of Bullwhip Effect
  13. Bullwhip Effect in Shipping Industry
  14. The Beer Game Model in Supply Chain
  15. The Green Bullwhip Effect
  16. Mitigating the Bullwhip Effect

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Venkatesh Ganapathy

Venkatesh Ganapathy


• Country: India
• Number of Books: 8
• Contact the Author: gvenkatesh69@gmail.com

Venkatesh Ganapathy presently works as Associate Professor (Marketing) in Presidency Business School, Bangalore. He has worked in the industry for close to two decades in organizations like Castrol India Limited (part of BP PLC) and Firepro Systems Private Limited. He has had a rich and diverse cross-functional experience in areas like Research & Development, Technical Services, Quality Assurance, Strategic Sourcing, Performance Management, and Project Management during his stint in the corporate world.


Venkatesh’s commitment and passion for teaching has made him popular among students. His industry experience has not only added value to his classroom delivery but has also enabled students to seek counseling guidance and placement assistance from him. Venkatesh is adept at teaching subjects in the domains of marketing, human resources, and general management. He has delivered keynote presentations at conferences/ seminars to audiences both large and small. 

 
Venkatesh has always adopted an innovative style of teaching focusing on the use of audiovisual media, contemporary business case studies and charts to explain complex phenomena in a simple fashion. His agility in completing the tasks assigned to him on time coupled with an organized way of working and expertise in documentation has come handy during the statutory accreditations sought by the business school.


Venkatesh completed his degree in oil technology from University Department of Chemical Technology, Mumbai followed by MBA  from Southern New Hampshire University, Boston and a diploma in supply chain management from American Planning and Inventory Control Society (APICS). Venkatesh has also earned a Fellowship in Insurance from Insurance Institute of India, Mumbai.

Venkatesh has published 16 books so far. He is also the author of 50 research papers that have been published in national and international journals of repute. He has presented his research efforts in national and international conferences and has been the recipient of awards and scholarships. He has a profound interest in content writing and has written over 300 blogs. His research interests are in services marketing, insurance and supply chain management.

Venkatesh is based in Bangalore, India.