Leading representatives of the European grocery industry formed the European Efficient Consumer Response (ECR-)Initiative in 1995. The goal of this strategic alliance is set to reengineer the way business is done in the industry by implementing cooperative strategies between retailer and...

This paper critically evaluates the proposed structure and contents of a frequentlydiscussed Category Management (CM) model in the Efficient Consumer Response (ECR) context. Based on this we present an extensive empirical study where the datafrom a survey of 202 household representatives are...