The growing strength of the retailer and the effects on FMCG brand manufacturers
Stephan BuckTaylor Nelson AGB Plc, UK and Richard Piper, Europanel Rawdatabase G.I.E., UK
BACKGROUND
Within the production chain leading from the raw materials to the sale of the finished product to the final consumer, there is normally one player who can be seen as dominant. This is the player who sets the agenda and the others have to adapt their activities to fit in. For most of this century the key...