Managing the great bullwhip effects caused by COVID-19

Purpose This study aims to answer the question of how firms can deal with the great bullwhip effects caused by COVID-19? Design/methodology/approach An exploratory research method has been adopted and evidence was collected based on 41 online interviews. Findings The study finds that the bullwhip effect is caused by the sudden changes in customers purchasing behaviour during the pandemic and the businesses’ inaccurate anticipation of the situation. Managing the bullwhip effects caused by COVID-19 requires situation awareness, localisation and an intelligent supply chain. Situation awareness is a vital concept in emergency response, knowing what is going to figure out what should be done. Furthermore, reducing the geographical distances between the firm and other parties in the supply chain, which equates to supply chain localisation, enforces just-in-time inventory. Finally, supply chain digitalisation is no longer an option; implementing such a solution enables end-to-end visibility, collaboration, flexibility and optimisation of orchestration of the supply chain. Research limitations/implications This study presents indicators explaining how organisations can deal with the great bullwhip effects caused by COVID-19. Originality/value The ongoing outbreak of the COVID-19 pandemic has brought about significant challenges for supply chain management, and this study contributes to the body of knowledge and proposes a model of reducing the bullwhip effects.