What's the future of category management?
Abstract
Category management was developed in the early 1990s as a process to guide the interaction between manufacturers and retailers. This paper suggests that the process has evolved or has been transformed into something very different – a more unidirectional flow favouring the retailer. We believe that the original spirit of category management can (and should) be recovered and utilized. We discuss the roadblocks to implementation of effective category management processes and suggest ways to overcome these obstacles.Stephen Needel
Managing Partner of U.S.-based Advanced Simulations
This international company uses virtual reality simulations to study retailing, marketing, and shopper consumption issues.
His previous jobs included Vice President for Product Development and for Analytical Services at A.C. Nielsen, as well as head of the advanced analytical team at Information Resources. Earlier jobs included analytical roles at Burke and Quaker Oats and a lecturer at the University of Connecticut, where he received his doctorate in Social Psychology.