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Category management: the limits of partnering

Category management: the limits of partnering Describes category management as a US invention based on the concept of a business partnership between two naturally adversarial groups — specifically, retailers and manufacturers. Asserts category management partnerships remain rare — even those companies who have taken the greatest steps towards strategic, integrated and exclusive relationships with their retailers still avoid certain areas of joint development of new products. Concludes that once choice of a strategic role has been made, manufacturers have to face the real organizational challenges of turning strategy into measurable performance benefits. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Antidote Emerald Publishing

Category management: the limits of partnering

The Antidote , Volume 2 (6): 2 – Nov 1, 1997

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Publisher
Emerald Publishing
Copyright
Copyright © 1997 MCB UP Ltd. All rights reserved.
ISSN
1363-8483
DOI
10.1108/EUM0000000006355
Publisher site
See Article on Publisher Site

Abstract

Describes category management as a US invention based on the concept of a business partnership between two naturally adversarial groups — specifically, retailers and manufacturers. Asserts category management partnerships remain rare — even those companies who have taken the greatest steps towards strategic, integrated and exclusive relationships with their retailers still avoid certain areas of joint development of new products. Concludes that once choice of a strategic role has been made, manufacturers have to face the real organizational challenges of turning strategy into measurable performance benefits.

Journal

The AntidoteEmerald Publishing

Published: Nov 1, 1997

Keywords: Partnering; Business planning; Retailing

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