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12 (2) 2022

Coordinating supply and demand applied Bass diffusion modelling


Author - Affiliation:
Nguyen Thi Bich Tram - Ho Chi Minh City Open University, Ho Chi Minh City , Vietnam
Corresponding author: Nguyen Thi Bich Tram - tram.ntb@ou.edu.vn
Submitted: 10-01-2022
Accepted: 08-02-2022
Published: 23-06-2022

Abstract
Demand management concerns what customers need and want, while supply management focuses on producing products/services to fulfill demand. It is challenging in coordinating demand and supply from both sides. Multi-method modeling, which is an interesting combination between system dynamics and agent-based models, is adapted to address this issue through the Bass diffusion model to replicate a non-competitive supply chain, including a retailer, a wholesaler, and a factory in this study. The research findings show that there is a bullwhip effect on the supply chain due to sudden changes in demand impacted by marketing efforts, namely advertising, words of mouth, and electronic words of mouth. It is recommended that in the process of sales and operations planning, businesses should implement, measure, and estimate marketing effectiveness corresponding with supply capabilities. Additionally, through the study, the strengths and weaknesses of the multi-method simulation in facilitating business research reflect through multiple scenarios running with cost and time efficiency, as well as the validity of the study findings associated with modelers’ decisions on the model’s level of simplicity and elaboration.

Keywords
Bass diffusion model; marketing efforts; multi-method modelling; supply chain management; S&OP

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Nguyen, T. T. B. (2022). Coordinating supply and demand applied Bass diffusion modelling. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 12(2), 82-95. doi:10.46223/HCMCOUJS.econ.en.12.2.2148.2022


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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.12.2.2148.2022
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