Learning curves in collaborative planning, forecasting, and replenishment (CPFR) information systems: An empirical analysis from a mobile phone manufacturer

While Collaborative Planning, Forecasting, and Replenishment (CPFR) information systems have been increasingly deployed to improve supply chain operations in a cross section of industries, the extant literature has largely overlooked the learning effects within organizations, thereby resulting in incomplete assessment of their business value. Using an operational-level panel data for nine product lines over 2.5 years, we empirically examine the learning curves in CPFR between Motorola, a mobile phone manufacturer, and one of its U.S.-based national retail partners. We found that the two key components of CPFR, collaborative forecasting (CF) and collaborative replenishment (CR), exhibit distinct learning curves. Forecast accuracy improves immediately following CPFR implementation but the rate of improvement slows over time, whereas inventory levels increase at first and begin decreasing after a period. Further, we found different learning effects in terms of inventory levels when products are later replaced with new form factors. Product replacements have lower inventory levels than their antecedents, at least for low-end products. We discuss important implications for theory and practice at the interface of information systems and operations management.