The Influence of Retailer Enterprise Marketing Information System on Bullwhip Effect


  •  Raed Algharabat    
  •  Ahmad Zamil    
  •  T. G. Vasista    

Abstract

This study aims to investigate the influence of utilizing enterprise level marketing information system in the form of adopting a combination of software tools on the reduction of bullwhip effect. In order to formulate our research hypothesis, we revised the literature extensively. The empirical study findings indicated a positive influence and relationship between the Enterprise Marketing Information System in the form of ERP software, Social Media Monitoring Tools, Business Intelligence Tools and Reduction in Bullwhip Effect.



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