Coping with Uncertainty: Reducing “Bullwhip” Behaviour in Global Supply Chains

  title={Coping with Uncertainty: Reducing “Bullwhip” Behaviour in Global Supply Chains},
  author={Rachel Mason-Jones and Denis R. Towill},
  journal={Supply Chain Forum: An International Journal},
  pages={40 - 45}
All supply chains suffer the effects of uncertainty. One of the most documented (and painful) symptoms is upstream order magnification known as the “Bullwhip Effect”. We believe that companies which cope best with uncertainty via an effective supply chain strategy are most likely to produce internationally competitive bottom-line performance. Although uncertainty takes many forms four key areas within a supply chain structure can represent these. These key segments are the supply side… Expand
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