El «efecto látigo» un fenómeno en el que los picos de demanda se amplifican en la parte superior de la cadena de suministro, desde los consumidores hasta los minoristas, los distribuidores y los productores.
El efecto látigo, que amplifica la demanda en la cadena de suministro, ha llevado a ineficiencias, costos adicionales y mal servicio al cliente. La pregunta es, ¿por qué un fenómeno ampliamente reconocido sigue siendo un problema en las cadenas de suministro a nivel mundial?
Un Problema con historia
El efecto látigo no es un recién llegado a la escena. Investigadores y profesionales lo han estudiado desde la década de 1960. Según nuestras investigaciones, la variabilidad de la demanda es un 90% mayor para el proveedor que para el comprador en promedio, y la magnitud del efecto aumenta a medida que avanzamos hacia arriba en la cadena de suministro.
A lo largo de los años, las cadenas de suministro se han vuelto más largas y delgadas, lo que ha aumentado su vulnerabilidad a interrupciones. La falta de coordinación, información y transparencia ha exacerbado el efecto látigo, que se vio agravado por la pandemia.
Soluciones Tradicionales Ineficaces
A lo largo de las décadas, las empresas han implementado estrategias para mitigar el efecto látigo. Esto incluye inversiones en tecnología para mejorar la colaboración y la transparencia. Sin embargo, incluso antes de la pandemia, quedó claro que estas medidas solo lograron reducir parcialmente el efecto látigo. Las investigaciones no mostraron una disminución significativa en la magnitud del problema a lo largo del tiempo.
Enfoques Innovadores para Abordar el Efecto Látigo
Algunas empresas han logrado gestionar eficazmente el efecto látigo. Estos casos de éxito destacan la importancia de la gestión de la cadena de suministro en la alta dirección y la capacidad de reducir la complejidad y la variedad de productos durante una interrupción.
La fabricación de respuesta rápida ha permitido a las empresas acortar los plazos de entrega y, por lo tanto, gestionar mejor las cadenas de suministro durante interrupciones. Además, simplificar la cartera de productos puede facilitar la planificación y previsión de la demanda.
Incentivos y Coordinación en Toda la Cadena de Suministro
El comportamiento de los clientes también desempeña un papel importante en el efecto látigo. El llamado «juego de la escasez», donde los clientes realizan múltiples pedidos del mismo producto, puede distorsionar la demanda. Alinear los incentivos en toda la cadena de suministro y utilizar análisis para rechazar pedidos excesivos son estrategias eficaces para combatir este problema.
Intervención Gubernamental
La intervención gubernamental también puede ser una solución. Algunos países han impuesto límites a la cantidad de ciertos productos que los consumidores pueden comprar en un período determinado para evitar el acaparamiento.
Un solo negocio puede tener diferentes buyer personas; esto quiere decir que el mensaje tendrá que irse adaptando al perfil y necesidades de cada comprador.
Desde nuestra perspectiva como compañía, el 2017 solo fue una muestra de los éxitos que nos esperan el siguiente año, ya que seguramente seguiremos presenciando la consolidación del e-commerce
La tecnología será limpia en la medida en que lo sea la fuente de electricidad. Para reducir realmente a cero el nivel de emisiones, los vehículos eléctricos deben funcionar con energías renovables.
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