Efficient Consumer Response (ECR) | ||||||||||||||||||||
| ECR-Concept | ||||||||||||||||||||
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Efficient Consumer Response (ECR) which is defined as a grocery industry strategy in which grocery retailers, wholesalers, brokers and suppliers work more closely together to bring better value to the consumer (The Food Marketing Institute / USA) The ECR-concept is regarded as a Strategic Management Concept for industry and retail companies. ECR consists of two strategic areas of supplier-retailer cooperation and the related ECR-Basic-Strategies: 1) SCM - Supply Chain Management (Cooperation in logistics) > Efficient Replenishment (ER) > Efficient Administration (EA) > Efficient Operating Standards (EOS) Using tools like Electronic Data Interchange, Data-Warehouses, Vendor Manged Inventories, Roll-Cage Sequencing etc. 2) CM - Category Management (collaboration in marketing) > Efficient Store Assortment (ESA) > Efficient Promotion (EP) > Efficient Product Introduction (EPI) Using tools like Activity Based Costing, Point-of Sales Analysis etc. | |||||||||||||||||||
| ECR-Research | ||||||||||||||||||||
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A research task force of the University of L�neburg / Germany is examining the strategic success factors of an implementaion of ECR as a management concept in Germany. Research design: 1) Expert interviews (target groups: industry, retailer, consulting companies and academic experts) 2) Questionaire Who participated until now? Retailer: Metro-Group, Rewe, Edeka, dm-drogerie markt, Tengelmann-Group, Markant-S�dwest Handelsaktiengesellschaft etc. Supplier: Coca-Cola, Colgate-Palmolive, Johnson & Johnson, L�Or�al, Kraft Foods, Procter & Gamble, Campina AG etc. Consulting: A.T. Kearney, Roland Berger & Partners, McKinsey&Company, Arthur D. Little etc. Academics: University of M�nster, Johann Wolfgang Goethe-University of Frankfurt, University of Innsbruck, Saarland University, Technical University of Munich, University of St.Gallen etc. Objectives of the research are: > Identification of success factors of ECR implemention in Germany > Ranking of ECR competence among consulting companies in Germany > Identification of the ECR-Basic-Stregy with the highest potential in the area of SCM an CM | |||||||||||||||||||
| Contact | ||||||||||||||||||||
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For further information please contact: Project Leader D. Seifert Tel.: ++49-172-9606106 or e-mail: [email protected] Contest1 to: Universities, institutions and companies (especially from the United States) are highly appreciated! | |||||||||||||||||||
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