OCORRÊNCIA E CAUSAS DO EFEITO CHICOTE PARA A CADEIA DE SUPRIMENTOS DE PRODUTOS DE LUXO
DOI:
https://doi.org/10.18227/2237-8057rarr.v10i0.6009Palabras clave:
Estratégia da cadeia de suprimentos, efeito chicote, produtos de luxo, operação global.Resumen
O objetivo do artigo é investigar a ocorrência e as causas do efeito chicote na cadeia de suprimentos de produtos de luxo. Foi realizado o método do estudo de caso, que foi conduzido por meio de entrevistas com gestores responsáveis pelos processos de suprimentos e previsão de vendas e também por meio da análise dos dados históricos de vendas e suprimentos em uma empresa que distribui produtos de luxo no Brasil. O estudo identificou que o efeito chicote também pode ocorrer nas cadeias de suprimentos de produtos de luxo e que existem causas específicas associadas à esse tipo de produto que potencializam a sua ocorrência, prejudicando as estratégias comerciais, financeiras e de suprimentos de uma empresa. O estudo fornece subsídios para que os gestores de marcas de luxo possam identificar riscos da ocorrência do efeito chicote em suas operações, minimizando os impactos na estratégica competitiva das empresas.Citas
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