Research


Analysis of Supply Chain Management Strategies as a Response to Bull Whip Effect: From the Perspective of Indian Retailers


Bullwhip Effect concept (called by Lee et al., 1997) was published by Forrester (1961), who is the pioneer of modern Supply Chain Management (SCM) and remains to be a critical issue in supply chain of products in global market. A small variance in the demands of the downstream end-customers may cause dramatic variance in the procurement volumes of upstream suppliers via the Bullwhip Effect under the condition that the distortions of demand-related information exist among the members of a supply chain (Lee et al., 1997; Metters, 1997). There are various causes for bull whip effect. The prominent ones include lack of forecast updating, poor level of order batching, frequent price fluctuations and shortage gaming.as a result there is a chance of excess inventory, poor level of customer service and improper sales management, imprudent capacity panning, high cost of transportation and longer production lead times. (Lee et al., 1997; Metters, 1997; Fransoo & Wouters, 2000; Towill, 2005). There are large numbers of retailers in India as Indian retailing is unorganized and small shops are around every corner of the country. This research is the end result of a survey conducted among Indian retailers on their supply chain management practices in counter handling bull whip effect. Application of supply chain management practices in these small, unorganized retail stores will increase profitability by lowering inventory carrying cost and increase their efficiency. In this research the researchers have compared the differences in perception of rural versus urban retailers. The findings clearly show that the smalltime retailers don’t give attention to supply chain management practices and risk of vulnerability of their business operations increases. The urban retailers have some level of reluctance to follow modern IT enabled practices and integrate their supply chain management processes with large manufacturers and vendors. Reluctance to use transparent systems for billing and taxation is also another reason for non-adherence to modern supply chain management practices.


Dr. Tapan Panda
Professor of Marketing and Director, Kotler Srinivasan Center for Research in Marketing,
Great Lakes Institute of Management Chennai


Prof P K Mohanty,
Dean, School of Management,
Centurion University, Bhubaneswar




Student Achievements

War of Bands – The Campus Maverick, Deloitte

Rahul Patankar, Animesh Saraf, Rahul Batta, Raghupati Jha, TanmoyMitra, Ashish Vashisth Students PGPM (2013 - 2014)


"Marketing: A Tool to refurbish the Education Sector", article published in Samvad, Official Student Magazine of WeSchool, Mumbai

Astha Pandey of PGPM (2013 - 2014)


Swati Kaul, PGPM, 2013-14 won the Article writing competition

Swati Kaul, PGPM, 2013-14 won the Article writing competition on the theme “GENDER EQUALITY-Are Mars and Venus treated equally in the corporate universe?” conducted at SWIM 2013, Great Lakes Institute of Management, Chennai


‘The Changing Face of Finance Consultancy: Boutique Investment Banks’ has been published in the May, 2013 edition of IIM- Shillong Conquest Magazine (Consulting Club) as ‘featured article’

Ankur Baj of PGDM (2012 - 2014)


Best silent voice entry for the June, 2013 Edition of Markathon-The Marketing Magazine of IIM-Shillong

Pulkit Kohli and Ankur Baj of PGDM (2012 - 2014)


Winner of Ernst and Young Knowledge Quiz

Lathish Venugopal, Viral Patel. More than 2000 teams across India participated in this


Runners up at TATA Crucible Campus Quiz

Lathish Venugopal and Viral Patel.


Article published in March edition of Markathon – Marketing magazine of IIM- Shillong

Kriti Dua and Sankalp Parihar. The article was on Marketing Trends 2013


Winner at Hyundai Global Youth Marketing Camp

Shouvik Das. The event was held in S.Korea and the team comprising of 4 Korean students, 4 Indians and 1 Chinese student won the award for the Best BTL Strategy


Second Prize for Article writing in NMIMS Banking

Namratha and Mahesh. The article was on “Policy expectations for the Indian Economy” and was published in the BankAge Magazine of NMIMS.


First Place- The Clan,IFMR

Krishnan Chidambaram and Hariharan Subramaniyan. The event was Abhyudhaya, the flagship HR event of IFMR. They competed in the finals against teams from K.J. Somaiya, IIT Madras, BIM, Welinkar and LIBA


I Runner up at Goa Institute of Management

Gajendra Sisodia and Kriti Dua. This was a national level case study competition (Samiksha 2013). Total of 127 teams participated in the event


Article published in NITIE’s In-Fin-NITIE

Manshi Gandhi. The article was on “Quantitative Easing”


First prize in case study competition at SIMC

Harleen Wahi and Abhishek Jain. The case study was a real case of declining sales of next gen publishing magazines a unit of Shapoorji Pallonji & Co Ltd. Great Lakes competed with 11 teams in the final campus round with the likes of SIMS,MICA, NITIE, Narsee Monjee,etc