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The Bullwhip Effect is a phenomenon in supply chain management where small fluctuations in customer demand at the retail level cause progressively larger variations in orders and inventory as one moves upstream through the supply chain. In the context of retail business, this means that a minor increase or decrease in customer purchases can result in exaggerated responses from wholesalers, distributors, and manufacturers. For example, if a retail store experiences a sudden surge in sales of a particular product, it may place larger-than-necessary orders with its supplier to avoid stockouts. The supplier, in ___ __________ _______ _________ _______.
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