期刊名称：International Journal of Managing Value and Supply Chains
印刷版ISSN：2230-7966
电子版ISSN：0976-979X
出版年度：2012
卷号：3
期号：4
DOI：10.5121/ijmvsc.2012.340327
出版社：AIRCC
摘要：Whereas the bullwhip effect is a phenomenon strictly related to supply chain management and regards the magnification and variance in order volumes observed at upstream nodes in a supply chain, the eWOM refers to the knowledge exchange which consumers carry out online, known as online rating or review systems. It delivers credible and relevant product information to potential customers and thus can significantly impact the consumer choices. E WOM as a Social Mediated Monitoring (SMM) technique, when combined with web analytics and predictive modeling, will have potential to generate probabilistic information. EWOM is trying to upgrade its portfolio as an effective alternate to brand communication media in the Internet supported business environment. This study aims to explore the influence of electronic Word Of Mouth (eWOM) with the actual adoption of internet technologies in influencing customer demand in the enterprise supply chain management scenario as well as how it influences demand uncertainty that can cause bullwhip effect. The research methodology follows a qualitative method of eliciting literature evidences, correlations and manifestations through reviews, available surveys and brief on example case findings. We conclude that by integrating Business Intelligence and web analytics, organizations can derive better customer demand information and Key Performance Indicator along the Supply chain so that it can be used to mitigate the Bullwhip effect. But providing decision management capability under Multi-Enterprise Collaboration requires the integrated effort of end-to-end solutions to enable collaborative enterprise information sharing capability with visibility and quality customer demand information
关键词：Bullwhip Effect; Business Intelligence; Customer Relationship Management; eWord of Mouth; Supply ;Chain Intelligence; Web Business Analytics
