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Category management:: Strengths, limits and developments

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  • Dussart, Christian

Abstract

Category management is a real breakthrough in trade practices. Therefore, it generates many critics and there is still a lot of confusion concerning the process. Even if results are not always conclusive, Category Management is expanding across product categories on a world-wide scale. An objective review of this radical shift from brand management to category management is the purpose of this article. Definitions, objectives, assumptions, implementation successes and also pitfalls are examined. Some thoughts on future scenarios of development are also presented. A link with on-line marketing, another new revolution in the distribution era, is established. Opportunities and threats for trading partners are described.

Suggested Citation

  • Dussart, Christian, 1998. "Category management:: Strengths, limits and developments," European Management Journal, Elsevier, vol. 16(1), pages 50-62, February.
    • Handle: RePEc:eee:eurman:v:16:y:1998:i:1:p:50-62
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    Citations

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    Cited by:

    1. Dominique BONET FERNANDEZ, 2015. "L’approche catégorielle en grande distribution : analyse comparée entre la France et le Canada," Working Papers 2015-626, Department of Research, Ipag Business School.
    2. Vincent R. Nijs & Kanishka Misra & Karsten Hansen, 2014. "Outsourcing Retail Pricing to a Category Captain: The Role of Information Firewalls," Marketing Science, INFORMS, vol. 33(1), pages 66-81, January.
    3. Lindblom, Arto & Olkkonen, Rami, 2008. "An analysis of suppliers’ roles in category management collaboration," Journal of Retailing and Consumer Services, Elsevier, vol. 15(1), pages 1-8.
    4. Alper Nakkas & Yasin Alan & Mümin Kurtuluş, 2020. "Category Captainship in the Presence of Retail Competition," Production and Operations Management, Production and Operations Management Society, vol. 29(2), pages 263-280, February.
    5. Larson, Ronald B., 2005. "Making Category Management More Practical," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-5, March.
    6. Karolina M. Ilyenkova, 2022. "Category Management or Category Captainship in the Consumer Value Chain?," Economics of Contemporary Russia, Regional Public Organization for Assistance to the Development of Institutions of the Department of Economics of the Russian Academy of Sciences, issue 2.
    7. Ranga Chimhundu, 2016. "Marketing store brands and manufacturer brands: Role of referent and expert power in merchandising decisions," Journal of Brand Management, Palgrave Macmillan, vol. 23(5), pages 24-40, September.
    8. Ilyenkova, K. M., 2019. "Category management in Russian retail sphere (case of the Ural Federal District)," R-Economy, Ural Federal University, Graduate School of Economics and Management, vol. 5(1), pages 38-48.
    9. Rucheva, A., 2015. "Determinants of joint supplier-retailer project performance in category management field," Working Papers 6423, Graduate School of Management, St. Petersburg State University.

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