“…It causes a small perturbation in orders at a downstream stage to have a large effect on the variation of an order or production rate at an upstream stage (Shin et al 2010). Bullwhip is the cause of a range of unnecessary costs in supply chain such as excessive inventory investments throughout the supply chain to cope with the increased demand variability; reduced customer service due to the inertia of the production/distribution system; lost revenues due to shortages; reduced productivity of capital investment; increased investment in capacity, inefficient use of transport capacity; and increased missed production schedules (Holweg et al 2005;Chen and Disney 2007). Examples of industries include telecommunications manufacturing, computer components manufacturing, grocery, retail, automotive industry, electronics industry, furniture industry, food, apparel, and so on.…”