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Antidote, The
ISSN: 1363-8483
Merged into: Strategy & Leadership
Online from: 1996
Subject Area: Strategy
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Category management: the limits of partnering
| Title: | Category management: the limits of partnering |
|---|---|
| Author(s): | Kippenberger, T |
| Citation: | Kippenberger, T, (1997) "Category management: the limits of partnering", Antidote, The, Vol. 2 Iss: 6, pp.13 - 14 |
| Keywords: | Business planning, Partnering, Retailing |
| Article type: | Research paper |
| DOI: | 10.1108/EUM0000000006355 (Permanent URL) |
| Publisher: | MCB UP Ltd |
| Abstract: | Describes category management as a US invention based on the concept of a business partnership between two naturally adversarial groups — specifically, retailers and manufacturers. Asserts category management partnerships remain rare — even those companies who have taken the greatest steps towards strategic, integrated and exclusive relationships with their retailers still avoid certain areas of joint development of new products. Concludes that once choice of a strategic role has been made, manufacturers have to face the real organizational challenges of turning strategy into measurable performance benefits. |
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