According to Santhosh Apple 's launch of Iphone exemplifies bullwhip effect . Speaking about the consequences of poor coordination Santhosh argued that poor or lack of coordination reduces responsiveness , hence increases the operation cost . The consequences of poor coordination include increase in replenish lead-time , increase in inventory cost , increase in transportation , shipment and clearing cost etc . In his posting ``Building Supply Chain Relationships ' Santhosh discusses why trust is beneficial to encourage trust in supply chain ? Santhosh argues that trust based relationships...
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