This paper is taken from a special supplement to the journal Management Science at the end of 50 years. The supplement reproduces 10 of the most important papers published in Management Science. Each paper is followed by a commentary by the author(s) and other scholars that offers insights into the background, creation, or subsequent impact of the paper. For this abstracting journal, the pagination is that of reproduction and comments. The original authors are included in the title, and the author of the commentary is given as the corresponding author. The authors added this comment. In this commentary, we trace back how we pursued research on the bullwhip effect, which resulted in the article published in Management Science. We reflect on the evolution of this concept, the impact that our work has had on industry, the way our work has been used in the teaching of supply chain management, and the key directions of research that have taken place since then.
