McCullen, Peter; Towill, Denis - In: Supply Chain Management: An International Journal 7 (2002) 3, pp. 164-179
“Bullwhip” describes the general tendency for small changes in end‐customer demand to be amplified within a production‐distribution system. A 10 per cent increase in sales to end‐customers can precipitate a 40 per cent upswing in production and subsequent downswing (as excess stocks...