This paper analyses the empirical demand data for fast moving consumer goods to measure the Bullwhip-effect. The data consist of the sell-in from a large manufacturer to the retailers and the sell-out from a retailer to the consumers. Our findings show that the Bullwhip-effect can be...

The integration of new product development (NPD) and the supply chain (SC) has been extensively analysed by researchers as a critical means to achieve success. However, most studies have focused on the integration of NPD and upstream SC, mostly from a local perspective. This paper aims to...