The use of category management practices to obtain a sustainable competitive advantage in the fast‐moving‐consumer‐goods industry

The use of category management practices to obtain a sustainable competitive advantage in the... Despite massive efforts of suppliers and retailers in the fast‐moving‐consumer‐goods (FMCG) channel to adopt the efficient consumer response (ECR) practices, many of the expected benefits have not been realized. This study examines the history and implementation practices of ECR in the USA and in Germany and presents conceptual models that compare the likely outcomes when ECR‐based category management practices are initiated either by the supplier or by the retailer channel partner. Combining the knowledge gained from a series of interviews with industry experts with their own ECR experiences, it is shown how a strategic competitive advantage can be realized through the combination of both supplier and retailer views and expertise in category management practices. The article concludes with an examination of barriers to implementation of category management plans and suggests ways to overcome these barriers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

The use of category management practices to obtain a sustainable competitive advantage in the fast‐moving‐consumer‐goods industry

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Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0885-8624
D.O.I.
10.1108/08858620410564391
Publisher site
See Article on Publisher Site

Abstract

Despite massive efforts of suppliers and retailers in the fast‐moving‐consumer‐goods (FMCG) channel to adopt the efficient consumer response (ECR) practices, many of the expected benefits have not been realized. This study examines the history and implementation practices of ECR in the USA and in Germany and presents conceptual models that compare the likely outcomes when ECR‐based category management practices are initiated either by the supplier or by the retailer channel partner. Combining the knowledge gained from a series of interviews with industry experts with their own ECR experiences, it is shown how a strategic competitive advantage can be realized through the combination of both supplier and retailer views and expertise in category management practices. The article concludes with an examination of barriers to implementation of category management plans and suggests ways to overcome these barriers.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Dec 1, 2004

Keywords: Supply chain management; Competitive advantage; Fast moving consumer goods

References

  • Classifying relationship structures: relationship strength in industrial markets
    Donaldson, B.; O'Toole, T.
  • A longitudinal study of the learning climate and cycle time in supply chains
    Hult, G.T.; Ketchen, D.J.; Slater, S.F.
  • Improving supply chain performance by efficient consumer response? A critical comparison of existing ECR approaches
    Kotzab, H.
  • Issues in supply chain management
    Lambert, D.; Cooper, M.
  • Strategy type and performance: the influence of sales force management
    Slater, S.F.; Olson, E.M.

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