The growing complexity of today’s business systems has led to the substantial modification of retailer policies. In particular, in recent years, large-scale retailers have found ways to become more competitive by devising new policies aimed at creating competitive customer value. The creation of such value translates into the entire marketing channel’s ability to compete according to the principles of timeliness, effectiveness, efficiency, and optimization. Indeed, in over-supply markets, competition develops between the marketing channels where the processes are managed to quickly respond to market changes and satisfy unstable and changing demand.