Product attribute bullwhip in the technology planning process and a methodology to reduce it
Product attribute bullwhip in the technology planning process and a methodology to reduce it
复制标题
技术规划过程中的产品属性牛鞭及其减少方法
DOI：
10.1109/tem.2004.830846
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发表时间：
2004
影响因子：
5.8
通讯作者：
C. Suárez
中科院分区：
文献类型：
--
作者：
B. Vojak;C. Suárez
本文考虑了产品属性预测信息的上游流，通常用于驱动技术规划过程。值得注意的是，虽然下游客户愿意为关键产品属性的改进付费，但他们并不总是向上游供应商提供准确和及时的产品属性预测。随着信息向上游流动，产品属性需求的这种日益扭曲的结果是，上游供应商往往要么未能开发出市场上需要的技术，要么开发出最终未被使用的技术。这被证明是一个战略，技术规划模拟的战术，订单决策问题的订单数量牛鞭观察在供应链管理领域。因此，我们将这里考虑的技术规划问题定义为“产品属性牛鞭"。“基于解决供应链管理中订单数量牛鞭效应的解决方案，我们提出了一种方法，通过比较直接从最终用户获得的产品属性信息与通过供应链上游流动的产品属性信息来减少产品属性牛鞭效应。为了说明这种效果，我们应用所提出的方法，从无线通信行业的一个例子，通过比较的趋势，在感知价值的蜂窝电话手机面面积的趋势，在供应链的组件级观察到的面面积。
This paper considers the upstream flow of product attribute forecast information often used to drive the technology planning process. It is noted that, while downstream customers are willing to pay for improvements in key product attributes, they do not always provide accurate and timely product attribute forecasts to upstream suppliers. As a result of this increasing distortion of product attribute demand as information flows upstream, upstream suppliers often either fail to develop technology that will be needed in the marketplace or develop technology that ultimately is unused. This is shown to be a strategic, technology planning analog to the tactical, order decision problem of order quantity bullwhip observed in the field of supply chain management. As such, we define the technology planning problem under consideration here as "product attribute bullwhip." Based on solutions employed to address order quantity bullwhip in supply chain management, we propose a methodology to reduce product attribute bullwhip by comparing product attribute information obtained directly from the end user with that which flows upstream through the supply chain. To illustrate this effect, we apply the proposed methodology to an example from the wireless communication industry by comparing trends in the perceived value of cellular telephone handset face area with trends in the perceived value of face area observed at the component level of the supply chain.
影响因子：
5.4
作者：
VONHIPPEL, E
通讯作者：
VONHIPPEL, E