Brockman, Beverly K.; Morgan, Robert M. - In: International Journal of Retail & Distribution Management 27 (1999) 10, pp. 397-408
Efficient consumer response (ECR) is arguably the most complex managerial innovation in distribution to be introduced in the US. As such, ECR holds great potential for retailing. Despite praise by some, however, ECR faces criticism and even rejection by others. What influence will ECR ultimately...