“…A steady stream of studies on the importance of demand management and on the provision of strong linkage between demand and supply has been reported in the literature (Chuang and Oliva, 2015;Kosior and Strong, 2006;Holmström et al, 2010). However, most retailers and distributors struggle to have the right stock-keeping unit (SKU) at the right place, in the right quantity, and at the right time to meet the demands of their customers (Christopher and Ryals, 2014) with others such as Xu et al (2016), examining how to recover from getting these decisions wrong such as having stockouts and in turn how to retain customers in these circumstances. In response to increasingly shortening product-life-cycles, higher customer expectation, intense price competition and fierce global competition between retail chains, i.e., discount stores, supermarkets or convenient stores; it is imperative to understand the optimum service level needed to satisfy consumers (Elsayed, 2015).…”