Exploring the effects of manufacturers' influence strategies and control on category performance in the grocery goods sector
| Autor: | Rami Olkkonen, Saara Hyvönen, Petri Ollila, Arto Lindblom |
|---|---|
| Rok vydání: | 2010 |
| Předmět: |
Marketing
Economics and Econometrics Business process 05 social sciences Control (management) Plan (drawing) Incentive 0502 economics and business Category management Value (economics) Position (finance) 050211 marketing Business Business and International Management 050203 business & management Information exchange |
| Zdroj: | The International Review of Retail, Distribution and Consumer Research. 20:311-333 |
| ISSN: | 1466-4402 0959-3969 |
| DOI: | 10.1080/09593969.2010.491209 |
| Popis: | Category management (CM) has been promoted as a joint business process between manufacturers and retailers to produce enhanced business results by focusing on delivering better value to end consumers. But do the business partners involved in CM really recognize which particular CM arrangements generate these results, what possibilities do they have to influence CM collaboration, and does CM most benefit the more powerful channel members? To address these issues, our aim is to explore the effects of manufacturers' influence strategies (consumer-oriented activities, information exchange supporting category plan implementation, and incentives) and control over CM on category performance. The data consist of 206 responses to a survey of food manufacturers in Finland and Sweden. Our findings indicate that plan implementation and control enhance most manufacturers' category performance, and that control is contingent on a manufacturer's category position. Category leaders, and to a smaller extent, category supp... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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