Using simulation to explore the influence of online reviews on supply chain dynamics

This paper extends existing research on the dynamic behaviour of supply chains by including influence online reviews. We model an chain which contains customers and one e-commerce retailer. By using simulation, we compare performance in a for two scenarios, namely adopting review systems without systems. The is measured bullwhip effect inventory variance amplification. results demonstrate that increase both amplification, this impact can be moderated product quality, unit mismatch cost, lead time, customer volatility. further explore how our could extended to include market competition, dual sourcing, manipulation, returns. As amplification associated with inefficiency, managers who are aware such consequence induced adoption make better decisions management.