No more sitting on the fence - the right shelf space balance for multinational product ranges
Wolfgang Frost and Thomas Rodenhausen
This paper describes a study conducted to simultaneously meet two objectives: efficient use of retail shelf space and harmonizing a line-up across countries to decrease the number of variants across four European countries without compromising the availability of local hero variants.
No more sitting on the fence – the right shelf space balance for multinational product ranges
Wolfgang FrostSara Lee, Germany
Thomas RodenhausenMediaTransfer AG Netresearch & Consulting, Germany
BACKGROUND AND BUSINESS OBJECTIVES
Sara Lee Corporation...