Turning swords into ploughed shares. Supporting a co-operative approach to category management
Maureen JohnsonandDanielle PinningtonResearch International, United Kingdom
ATTITUDES TOWARDS CATEGORY MANAGEMENT
Introduction
In order to identify the issues surrounding category management and views of how it works in practise, 21 key interviews were conducted in the UK, with fifteen leading manufacturers and six major retail chains. In addition, the researchers also referenced a United Kingdom management consultancy at the leading edge of providing retailers and manufacturers with guidance in the area of category management.
Involvement in Category Management
Awareness of category management is widespread amongst retailers...