(HuffingtonPost) - Imagine yourself at the helm of a global winery. You make a bet on promoting a lesser-known Chardonnay in a new market -- let's say Barcelona -- and the locals love it, prompting a demand spike from customers that requires shipping more bottles to Spain than planned. Good news, right? Not if your plans didn't factor in the risk of selling too much wine in one region, causing a supply shortfall in another.