We consider a series of companies in a supply chain, each of which orders from its immediate upstream members. Usually, the retailer’s orders do not coincide with the actual retail sales, as the retailer tries to ”outguess” the coming actual demand from the market. Similarly, the wholesaler’s orders to the producer do not coincide with the actual demand of the retailers. The bullwhip effect ref...

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 specia...