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Chinese Journal of Management Science ›› 2006, Vol. ›› Issue (2): 124-128.

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Bullwhip Effect Analysis of ISC Based on Perceived Risk Measurement

JIANG Ji-jiao, YANG Nai-ding   

  1. Management school, Northwestern Polytechnical University, Xi'an 710072, China
  • Received:2006-06-06 Revised:2006-01-06 Online:2006-04-28 Published:2012-03-07

Abstract: In the paradigm of behavioral finance,hereis described the overconfidence mentality of integrated supply chain(ISC) participant by DHS(Daniel-Hirshleifer-Subrahmanyam)model.Then,it forms the ISC demand equilibrium model with the overconfidence mentality,which reveals operation mechanism of ISC bullwhip effect with loss probability and prospect loss based on perceived risk measurement.Considering bounded rational of ISC practices,it's proposed a new method for ISC bullwhip effect measurement with the behavioral finance paradigm.

Key words: integrated supply chain, bullwhip effect, perceived risk, overconfidence

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