The Influence of Retailer Enterprise Marketing Information System on Bullwhip Effect


  •  Raed Algharabat    
  •  Ahmad Zamil    
  •  T. G. Vasista    

Abstract

This study aims to investigate the influence of utilizing enterprise level marketing information system in the form of adopting a combination of software tools on the reduction of bullwhip effect. In order to formulate our research hypothesis, we revised the literature extensively. The empirical study findings indicated a positive influence and relationship between the Enterprise Marketing Information System in the form of ERP software, Social Media Monitoring Tools, Business Intelligence Tools and Reduction in Bullwhip Effect.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1833-3850
  • ISSN(Online): 1833-8119
  • Started: 2006
  • Frequency: bimonthly

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