The document discusses the bullwhip effect in supply chain management. The bullwhip effect is defined as the uncertainty caused by distorted information flowing up and down the supply chain. This can result in excess inventories, quality problems, increased costs, and lost sales and customers. The bullwhip effect is caused by unforecasted promotions, incentives, lack of confidence, order changes, and freight costs. Companies can avoid this effect by sharing information, aligning the supply chain, using everyday low pricing, and long-term contracts.