Dupre, Kyle; Gruen, Thomas W. - In: Journal of Business & Industrial Marketing 19 (2004) 7, pp. 444-459
Despite massive efforts of suppliers and retailers in the fast‐moving‐consumer‐goods (FMCG) channel to adopt the efficient consumer response (ECR) practices, many of the expected benefits have not been realized. This study examines the history and implementation practices of ECR in the USA...