The document discusses the bullwhip effect in supply chains and the value of information in reducing it. It defines the bullwhip effect as increased variability in orders moving up the supply chain. Centralizing demand information across firms can significantly reduce the bullwhip effect by allowing each stage to use actual customer demand data for forecasting rather than relying on variable order data from the previous stage. Other factors that influence the bullwhip effect include demand forecasting methods, lead times, order batching, and price variability, which can be mitigated through information sharing and coordination strategies.