Increasing competition is leading major grocery retailers to improve the effectiveness of their offer’s differentiation adopting an assortment planning’s approach based on the concept of product category. In this framework, the paper aims to investigate merchandise category’s definition criteria and the real level of adoption and implementation of the “category management philosophy” in some of the most important Italian grocery retailing firms, with particular attention to the implications concerning the introduction of new products. This was revealed through an empirical research based on in-depth interviews with senior managers, aimed to identify the retailer’s rationality behind product categories’ definition and composition.
Category management issues and the introduction of new products in grocery retailers' assortments / Martinelli, Elisa. - STAMPA. - 2:(2001), pp. 1-12. (Intervento presentato al convegno 11th International Conference on Research in the Distributive Trades tenutosi a Tilburg (NL) nel 27-29 June 2001).
Category management issues and the introduction of new products in grocery retailers' assortments
MARTINELLI, Elisa
2001
Abstract
Increasing competition is leading major grocery retailers to improve the effectiveness of their offer’s differentiation adopting an assortment planning’s approach based on the concept of product category. In this framework, the paper aims to investigate merchandise category’s definition criteria and the real level of adoption and implementation of the “category management philosophy” in some of the most important Italian grocery retailing firms, with particular attention to the implications concerning the introduction of new products. This was revealed through an empirical research based on in-depth interviews with senior managers, aimed to identify the retailer’s rationality behind product categories’ definition and composition.
Pubblicazioni consigliate
I metadati presenti in IRIS UNIMORE sono rilasciati con licenza Creative Commons CC0 1.0 Universal, mentre i file delle pubblicazioni sono rilasciati con licenza Attribuzione 4.0 Internazionale (CC BY 4.0), salvo diversa indicazione.
In caso di violazione di copyright, contattare Supporto Iris
