The effective response to minimizing the impacts of the bullwhip effect is improve information sharing to increase visibility of demand through the supply chain.
The bullwhip effect is a phenomena that occurs in the supply chain when orders to suppliers have a tendency to vary more than sales to buyers, which amplifies the unpredictability of demand upstream. As one gets further up the supply chain, this partly causes inventory to fluctuate more in reaction to changes in consumer demand. It is also known as the Forrester effect because the idea initially appeared in Jay Forrester's Industrial Dynamics in 1961. "The observed tendency for material orders to be more variable than demand signals and for this variability to rise the further upstream a company is in a supply chain," is how one definition of it has been put. Stanford University's Department of Science used a Volvo-related tale to help the idea become part of supply chain lingo.
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