In general, the further up the supply chain a company is (or the further they are from the consumer),
A) the greater the distortion of information they receive.
B) the smaller the distortion of information they receive.
C) the information they receive is more accurate.
D) the information they receive is more useful.

Question

Quizplus · Accepted Answer

The further up the supply chain a company is, the more intermediaries and middlemen are involved, which can lead to a distortion of information as it travels from one stage to another. For example, a manufacturer may not be aware of specific customer preferences or feedback due to the involvement of distributors and retailers in the process.

In General, the Further Up the Supply Chain a Company