The impact of reputation on supply chains. An analysis of permanent and discounted reputation

In long-term recurring contractual relationships, which are common in the B2B-arena, reputation and trust play a crucial role. This analysis investigates the joint impact of reputation and price-based ranking of suppliers on the material flow in the supply chain. Positive reputation proves to be a key factor in reaching dominating market positions, which illustrates the importance of building brand awareness in all stages of a supply chain. Through our simulation, it will be observed that the ranking of suppliers by reputation-based choice has a stabilizing effect on the material flow in the supply chain. A strong reputation component in the individual choice stimulates the formation of monopolies, while the discount of reputation imposes a countertendency on this effect. The Bullwhip Effect, another phenomenon that carries a countertendency to the reputation-based monopoly effect, is observed to be even stronger for members of tiers with a high fluctuation of order rates.