Bullwhip Effect Demand Variation and Amplification within Supply Chains

Abstract The consumers of the present, and especially those future, no longer expect products services in themselves, but maximization satisfaction they promise. In addition, today’s consumer has a complex consumption behavior, is increasingly well informed, knows what he wants to receive reacts quite firmly if his expectations are not considered by suppliers. For these reasons, at level specialized literature also business practice, an innovative philosophy, called bullwhip effect, according which demand variation or amplification, progressive augmentation diminishing demand, become interesting study. That ascendingly propagating within supply chain driving order grow exponentially from final raw material supplier. main thematic axes analyzed during this paper concerned: chains growing complexity both as effect cause asymmetries that observed demand-offer equilibrium; relevant correlations causal relationships identifiable between determinants general specific environment company operating optimization together with efficiency activities developed it can be anticipated adopting various models; how distorted chain; amplification phenomenon inside chain. authors opted for combination positivist-type research, prioritizing causes phenomenological-type most robust supporting starting hypotheses were highlighted. Therefore, we believe increased attention minimizing organizations will lead improved performance and, implicitly, companies involved. This remains area significant interest scientific research practice commercial entities focused on increasing profits.