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The Bullwhip Effect (or Whiplash Effect) is an observed phenomenon in forecast-driven distribution channels.
The concept has its roots in J Forrester's Industrial Dynamics (1961) and thus it is also known as the Forrester Effect.
Since the oscillating demand magnification upstream a supply chain reminds someone of a cracking whip it became famous as the Bullwhip Effect.
The bullwhip effect refers to erratic shifts in orders up and down the supply chain because of poor demand forecasting or variation of order size.
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The bullwhip effect refers to a frustrating phenomenon that frequently starts with falling customer demand (although it could start with the reverse...a previously unanticipated rapid rise in customer demand). This fall in customer demand prompts retailers to under-order so as to reduce their inventories. In turn, wholesalers under-order even further to reduce theirs and the effect amplifies up the supply chain until suppliers experience stock-outs and then over-order in response. The effect can ripple up and down the supply chain many times. The effect is amplified as it moves up the supply chain and further away from the customer