This paper analyses the empirical demand data for fast moving consumer goods to measure the Bullwhip-effect. The data consist of the sell-in from a large manufacturer to the retailers and the sell-out from a retailer to the consumers. Our findings show that the Bullwhip-effect can be...

Purpose: Short delivery time is a feature that can influence consumers’ purchasing decisions and that retailers compete over fiercely. Accordingly, evaluating the effect of delivery time on demand and identifying marketing-mix variables that alter this relationship may influence retailers’...