Bravo, Mercedes Esteban; Yildirim, Gökhan; Vidal-Sanz, Jose - Departamento de Economía de la Empresa, Universidad … - 2011
Sales uncertainty is a central problem for marketing management. Marketers tend to focus on expected sales, rather than short-term time-varying oscillations. With long supply-chain streams, the Bullwhip effect can turn retail sales volatility into a major problem for upstream companies. While it...