Hockey Stick Phenomenon: Supply Chain Management Challenge in Brazil
| Autor | Lars Meyer Sanches - Orlando Fontes Lima Jr. |
| Cargo | Insper Instituto de Ensino e Pesquisa - Universidade Estadual de Campinas, LALT/FEC/UNICAMP |
Available online at
http://www.anpad.org.br/bar
BAR, Rio de Janeiro, v. 11, n. 3, art. 2,
pp. 264-283, July/Sept. 2014
http://dx.doi.org/10.1590/1807-7692bar2014130044
Hockey Stick Phenomenon: Supply Chain Management Challenge
in Brazil
Lars Meyer Sanches
E-mail address: larsms@insper.edu.br
Insper Instituto de Ensino e Pesquisa
Insper, Rua Quatá, 300, 04546-042, São Paulo, SP, Brazil.
Orlando Fontes Lima Jr.
E-mail address: oflimaj@fec.unicamp.br
Universidade Estadual de Campinas - LALT/FEC/UNICAMP
UNICAMP, Rua Albert Einstein, 951, Sala 02, 13083-852, Campinas, SP, Brazil.
Received 8 November 2013; received in revised form 1st April 2014; accepted 23 April 2014;
published online 1st July 2014.
Editor’s note. Kleber Fossati Figueiredo served as Action Editor for this article.
Hockey Stick Phenomenon 265
BAR, Rio de Janeiro, v. 11, n. 3, art. 2, pp. 264-283, July/Sept. 2014 www.anpad.org.br/bar
Abstract
The objective of this study is to investigate a phenomenon that occurs in Brazil, specifically the spike in demand
at the end of the sales period, known as the h ockey stick phenomenon. This analysis will encompass the causes
as well as the impacts of this phenomenon, in a way that allows alternative policies to be evaluated. Data was
collected from a Brazilian branch of a large multinational in the non-durable consumer goods industry and in
semi-structured interviews conducted face-to-face with executives of 26 clients. The data was used to generate a
continuous simulation model based on the methods of systems dynamics. The findings showed that the
phenomenon negatively impacted the manufacturer’s financial performance in the long term and indicated
required changes necessary to remediate the phenomenon. This is an empirical study on the hockey stick
phenomenon, a problem that affects diverse companies in Brazil. The study showed that companies should not
assume the hockey sti ck phenomenon to be an exogenous problem; it showed that there are policies able to
improve financial performance; and it provided ideas regarding ways to carry out the change process.
Key words: hockey stick phenomenon; Brazil; system dynamics; bullwhip effect.
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