“…The Brazilian market for food products has been a subject of research only in recent years (Queiroz and Cavalheiro, 2006;Higuchi, 2006;Medeiros et al, 2006). These scientific works, and the level of service offered (Xie, Lee, and Zhao, 2004 on production programming, and on the level of service rendered (Xie et al, 2004), whereas others demonstrate opposite results (Price and Sharp, 1985;Ho and Ireland, 1998). Kerkanen, Korpela, and Huiskonen (2009) state that the real impact of demand forecast errors is only possible when the evaluation includes specific systematic characteristics of each company.…”