The Stages of Category Management Implementation Process in the Russian FMCG Market
https://doi.org/10.38050/01300105201667
Abstract
The development of category management practices in the foreign markets has made crucial the study of category management tools as well as their use within the complex structure of the Supplier-Retailer relationship in Russian consumer goods market. The article highlights the meaning of the category in terms of managing retail sales and the process of category management implementation. Using desk research method with the category as a level of analysis, we analyzed 10 business cases of Russian FMCG market representatives. The analysis of existing practices allows to evaluate the applicability of the classical category management implementation model in the domestic market and to identify the most common tools. The results of the study indicate that companies in the domestic market have short-term orientation on the development of the category and implement category tactics without defining the role and the strategy of the category.
About the Author
A. V. Sapir
National Research University Higher School of Economics (HSE)
Russian Federation
Russian Federation
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Review
For citations:
Sapir A.V. The Stages of Category Management Implementation Process in the Russian FMCG Market. Moscow University Economics Bulletin. 2016;(6):112-132. (In Russ.) https://doi.org/10.38050/01300105201667
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