MEJIA VILLAMIZAR, Juan Carlos; PALACIO LEON, Óscar    ADARME JAIMES, Wilson. BULLWHIP EFFECT IN SUPPLY CHAIN, HOW TO MEASUREAND CONTROL. []. , 23, 2, pp.37-54. ISSN 0124-8170.

ABSTRACT The bullwhip effect, is one of the causes of the fluctuations experienced by the projection of demand as the market moves away along the supply chain (SC), as a result of lack of coordination and synchronization between the agents (supplier, manufacturer, distributor, wholesaler, retailer). This situation directly affects the strategic and operation al planning proposed by the member organizations the SC, in relation to response time, storage management, hidden logistics costs and negotiation processes, among others things. Undoubtedly, one way to mitigate this effect is that the SC has a system of management information synchronized under a collaborative environment for negotiation. This business scenario usually occurs does not always easy, reason why we propose a method of measurement and control based in techniques of System Dynamics specifically the application of exponential smoothing and Holt-Winters. These methods allow us to transmit the same demand patterns received, without any variation.

: Bullwhip Effect; EPQ Model; Agents Logistics; Demand Parameters; Inventory Level.

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