Turning swords into plough shares. Supporting a co-operative approach to category management

Category Management is essentially a partnership between retailers and suppliers, leading to the manufacturer driving a category through the retailer's stores rather than an individual brand.

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...

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