Increased demand variability in supply chains (the bullwhip effect) has been discussed in the literature. The practical measurement of this effect, however, entails some problems that have not received much attention in the literature and that have to do with the aggregation of data, incompleteness of data, the isolation of demand data for defined supply chains that are part of a greater supply web. This paper discusses these conceptual measurement problems and discusses experiences in dealing with some of these problems in an industrial project. Also presents empirical results of measurements of the bullwhip effect in two supply chains.
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