The unexpected distortion of the supply chain caused by demand oscillations that can have a negative effect on business performance, such as inventory disruptions, quality control problems, diminished customer service, and increased costs of materials and manpower. For example a successful sales promotion can reverberate up the supply chain to disrupt inventory, production and supply ordering.
Related information about bullwhip effect:
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Overcome the bullwhip effect on your supply chain as some of these major companies have done.