OCORRÊNCIA E CAUSAS DO EFEITO CHICOTE PARA A CADEIA DE SUPRIMENTOS DE PRODUTOS DE LUXO

Maicom Sergio Brandao, Moacir Godinho Filho

Resumo


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.

Palavras-chave


Estratégia da cadeia de suprimentos, efeito chicote, produtos de luxo, operação global.

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DOI: http://dx.doi.org/10.18227/2237-8057rarr.v10i0.6009

Revista de Administração de Roraima -RARR
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