摘要：We are currently witnessing an increase in various forms of cooperation between companies, both in terms of partner integration level and intensity of their contacts. However, although we are living in the age of local and global supply chains, we still stick to a range of old habits (business process atavisms). The bullwhip effect (the Forrester effect) constantly takes place in everyday business life, manifesting itself more or less powerfully. It seems paradoxical (a self-fulfilling prophecy) that although the mechanism of the phenomenon appears to be known, practice proves that partners' particular interests (local wins) have a strong impact on decision-making. This seems to be nothing unusual given the contemporary market conditions and the ruthless competitive battle taking place. However, what is beneficial to one of the supply chain participants may be just lethal to the supply chain as a whole (lack of team wins). The theory on the one hand, the practice on the other - own studies of the phenomenon conducted among amateurs and experts in the area constitute a contribution to conclusions from the analysis. Insights are presented from the viewpoint of the psychology of human action (the need to make decisions) which is so strongly imprinted into human nature. The study is based on research into material streams optimization in the logistics of distribution conducted by the authors within the framework of a research project in the Department of Logistic Systems.
关键词：physical distribution; supply network (chain); bullwhip effect (whiplash effect); Forrester effect; beer game (beer distribution game); simulation
