Data/hora: 05/06/2024 00:33:33

Biblioteca(s): 	Embrapa Unidades Centrais.	
Data corrente: 	05/02/2014	
Data da última atualização: 	05/02/2014	
Autoria: 	GUISSONI, L. A.; CONSOLI, M. A.; RODRIGUES, J. M.	
Afiliação: 	LEANDRO ANGOTTI GUISSONI; MATHEUS ALBERTO CONSOLI; JONNY MATEUS RODRIGUES.	
Título: 	Is category management in small supermarkets worth the effort?	
Ano de publicação: 	2013	
Fonte/Imprenta: 	Revista de Administração de Empresas, São Paulo, v. 53, n. 6, p. 592-603, nov./dez. 2013.	
Idioma: 	Inglês	
Conteúdo: 	Category management (CM) is an important tool to strengthen the relationship between manufacturers and retailers. This process has been associated with large corporate retailers; however, some recent researches show that CM is open to companies of any type or size. This possibility is important in emerging markets, where neighborhood supermarkets are still representative and are often considered an alternative for manufacturers to achieve higher margins compared to big chains. In this context, the aim of this research was to analyze the results of a CM initiative in small neighborhood supermarkets from a manufacturer perspective. Data for the study comes from a food manufacturer in Brazil that implemented a CM process with 180 small retailers. A quantitative analysis was conducted in order to analyze the effect of the program on the food manufacturer?s sales and market share. Our analysis suggests an overall positive effect of the program on both, sales and market share.	
Palavras-Chave: 	Segmentação de mercado.	
Thesagro: 	Alimento; Mercado Varejista.	
Thesaurus Nal: 	marketing.	
Categoria do assunto: 	--	
Registro original: 	Embrapa Unidades Centrais (AI-SEDE)	
Exemplares: 	AI-SEDE - (55705-1) - ADC - AP - PP - 658.005 - R454 -  - DIS