Abstract: In spite of the enormous theoretical contributions to knowledge about the BWE, supply chains still hemorrhage from BWE. The nature of FMCG industry predisposes companies in this industry to the BWE which is cancerous to any SC. Unilever, a multinational company in FMCG industry felt the BWE, negatively, and to nurse herself from the injuries caused by this undesirable phenomenon, the management implemented an array of supply chain practices, with an ultimate goal of controlling the BWE. Since the adoption of these SC practices, no published research has been carried out to assess the impact of the adoption of the aforementioned SC practices. It is upon this backdrop that this study aimed at conducting a qualitative-cum-quantitative exploratory study to establish the impact of these SC practices on the control of BWE. In a bid to achieve this overriding objective, working hypotheses were formulated. A quasi-experimental research design was adopted. This research employed snowball sampling technique. Primary data collection instruments were an in-depth interview and a questionnaire. The questionnaires were administered twice in near equivalent conditions. This data was triangulated by an in-depth interview. Data collection was done in tandem with data analysis using the grounded theory approach. The findings of this study are presented using the mystery story approach supported by excerpts from the interviews and discussions of the findings in relation to existing literature. The central category that emerged is technological adoption. This was as a result of interdependence of this category with other categories. The study proposes areas for further research that; a similar study be conducted using Delphi method. Finally, the researcher gives his autobiographical reflections on qualitative study.
Title: IMPACT OF SUPPLY CHAIN MANAGEMENT PRACTICES ON CONTROL OF BULLWHIP EFFECT IN FAST MOVING CONSUMER GOODS INDUSTRY IN KENYA: A CASE STUDY OF UNILEVER, EAST AFRICA LIMITED
Author: Wairimu Mwangi, Prof. Henry Bwisa
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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