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What is Category Management and Captainship Insights about?
This chapter discusses Category Management (CM) and Category Captainship (CC) within the context of manufacturers-retailer relationships, focusing on their definitions, evolution, and impacts on stakeholders in Consumer Packaged Goods (CPG) retailing. It highlights the historical development of CM since the 1990s, its implementation process, and the mixed outcomes for retailers, manufacturers, and consumers. The chapter concludes with managerial questions and future research avenues in the retailing environ
- Author
- Jefferson Nascimento
- Language
- EN