Advances In Category Management Research
A user's perspective
Stephen NeedelSimulation Research Inc. andBill BeanPepsi Cola North America
Introduction
The 1990s brought a major shift in the way FMCG retailers and manufacturers interacted. Driven by underlying changes in consumer demographics, economic structure, and technology, retailers in both Europe and North America became far more powerful in the relationship than in previous decades (Kahn and McAlister, 1997). This shift in power, and in particular, the category management/ECR approach to FMCG business is, in turn giving rise to new consumer research tools.
Manufactures found themselves competing in a new...