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Don't: Use plan guides as first mitigation step
https://academylive.blob.core.window...-DYN549PAL.pdf
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Probably recently they created a new location, and this new location was the first parameter for this query and SQL Server based on the current statistics decided to start the plan with InventDim(that was probably OK for this new location with no data), the plan was cached and caused a performance problem for all other locations
Trace flag 2371 на SQL Server был включен? Статистики с какой периодичностью обновлялись?