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Application of Transactional Analysis in Bullwhip Effect Analysis

Listed author(s):
  • Ivana Kovacevic

    (University of Belgrade,Serbia)

  • Biljana Panic


    (University of Belgrade,Serbia)

  • Mirko Vujosevic

    (University of Belgrade,Serbia)

  • Marija Kuzmanovic

    (University of Belgrade,Serbia)

Registered author(s):

    Starting from the problem of supply chain’s effectiveness dependency on good coordination of participants, this paper builds a theoretical and methodological tool for studying the quality of communication between parties in the process. The aim of the study, qualitative and explorative in its nature, was twofold. First, beer game simulation was used on students, to demonstrate the bullwhip effect, and to enable them learning from their own experience not only economical but also psychological effects of lack of cooperation. Second, there was an idea to analyze communication of parties in supply chain by observing interaction and interviewing participants and then categorizing their communication using a transactional analysis terminology as a system of classification. The hypothesis that transactional analysis can be used as a theoretical framework and methodological procedure for diagnosing and understanding social interactions was explored. As the study revealed some patterns, well described by transactional analysis concepts, psychological theory has a potential to improve understanding and practical realization of supply chain coordination and to provide some suggestions for overcoming communicational problems in supply chains of future managers.

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    Article provided by Academy of Economic Studies - Bucharest, Romania in its journal The AMFITEATRU ECONOMIC journal.

    Volume (Year): 15 (2013)
    Issue (Month): 33 (February)
    Pages: 210-223

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    Handle: RePEc:aes:amfeco:v:15:y:2013:i:33:p:210-223
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    1. Coltman, Tim & Bru, Kathrine & Perm-Ajchariyawong, Nidthida & Devinney, Timothy M. & Benito, Gabriel R.G., 2009. "Supply chain contract evolution," European Management Journal, Elsevier, vol. 27(6), pages 388-401, December.
    2. Carmen Balan, 2008. "The effects of the lack of coordination within the supply chain," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 10(24), pages 26-40, June.
    3. Hau L. Lee & V. Padmanabhan & Seungjin Whang, 1997. "Information Distortion in a Supply Chain: The Bullwhip Effect," Management Science, INFORMS, vol. 43(4), pages 546-558, April.
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