{"title":"An exploration of ripple effects of advertising among major suppliers in a supply chain network","authors":"Mayukh Dass , Mehrnoosh Reshadi , Yuewu Li","doi":"10.1016/j.jbusres.2023.114299","DOIUrl":null,"url":null,"abstract":"<div><p>In this research, we explore a new phenomenon where advertising expenditure is found to oscillate between supply partners of a supply chain network (SCN) in a predictable manner. We refer to this oscillation as the <em>ripple effect of advertising</em> in supply chain networks. These oscillations are similar to the bullwhip and reverse bullwhip effects and are expected to impose similar operational inefficiencies in supply networks. Using the ripple effects and bullwhip effects literature as its underlying theoretical foundation, this paper uses longitudinal data from the apparel industry to analyze the advertising differences among the major suppliers of a supply chain (SC) system holistically using a bilinear mixed model. The results support the presence of the <em>ripple effect of advertising</em> and suggest that advertising should be better coordinated across supply chain members to reduce operational and financial inefficiencies.</p></div>","PeriodicalId":15123,"journal":{"name":"Journal of Business Research","volume":"169 ","pages":"Article 114299"},"PeriodicalIF":10.5000,"publicationDate":"2023-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Business Research","FirstCategoryId":"91","ListUrlMain":"https://www.sciencedirect.com/science/article/pii/S0148296323006586","RegionNum":1,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
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Abstract
In this research, we explore a new phenomenon where advertising expenditure is found to oscillate between supply partners of a supply chain network (SCN) in a predictable manner. We refer to this oscillation as the ripple effect of advertising in supply chain networks. These oscillations are similar to the bullwhip and reverse bullwhip effects and are expected to impose similar operational inefficiencies in supply networks. Using the ripple effects and bullwhip effects literature as its underlying theoretical foundation, this paper uses longitudinal data from the apparel industry to analyze the advertising differences among the major suppliers of a supply chain (SC) system holistically using a bilinear mixed model. The results support the presence of the ripple effect of advertising and suggest that advertising should be better coordinated across supply chain members to reduce operational and financial inefficiencies.
期刊介绍：
The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.
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