Article : texte imprimé

Competitive consequences of using a category captain

Upender Subramanian, Auteur ; Jagmohan S. Raju, Auteur ; Sanjay K. Dhar, Auteur |

Dans Management science (Vol. 56 N° 10, Octobre 2010)

Many retailers designate one national brand manufacturer in each product category as a "category captain" to help manage the entire category. A category captain may perform demand-enhancing services such as better shelf arrangements, shelf-space[...]

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