Determinants and outcomes of plan objectivity and implementation in category management relationships

摘要: Abstract Category management holds great potential, but has several inherent barriers that can impede category performance. This study examines factors thought to impact performance because of the critical role plays at end supply chain in Efficient Consumer Response (ECR) relationships between manufacturers and grocery retailers. Two central factors, plan objectivity implementation plans, as well five antecedent implementation, were identified through a qualitative retailer supplier managers. The interrelationships these tested an empirical 128 As direct effect on performance, plans had stronger than did plans. retailer’s trust process was found be component Preplanning agreement both implementation. internal conflict supplier’s brand sales/category managers only minor objectivity, mediated by overall opportunism. Several theoretical managerial implications are discussed.