From Identifying Need States to Testing in Virtual Reality: Supporting Category Management
Maurren JohnsonResearch International Group, UKand Paula FeliceResearch International, Brazil
INTRODUCTION
Efficient consumer response and category management
Since initiation in 1992, efficient consumer response (ECR) has grown rapidly into a global movement of the consumer goods industry. Essentially, within efficient consumer response there are four strategies of supplier-retailer cooperation, the intention being to create superior value for the consumer at a lower cost to both parties. Table 1 summarizes the four efficient consumer response strategies.
TABLE 1: FOUR BASIC EFFICIENT CONSUMER RESPONSE STRATEGIES
Efficient... |