The existence of inefficient supply chains has been recognized for at least 30 years. So have the dual causes of “The Forrester Effect” and the “The Burbidge Effect” been known and identified. The former is due to time lags and distortions in material flow and information flow in dynamic systems[1], and the latter is due to poor shop-floor control systems coupled with order synchronization problems[2]. Industry is now slowly recognizing that total management of the supply chain enhances the competitive edge of all “players” therein. A number of strategies may be adopted in which demand amplification as orders are passed upstream is reduced, with a simultaneous increase in end-customer service levels. They vary in effectiveness but, more importantly in the degree of empathy and determination which exists among the players.