Through the eyes of many European andinternational onlookers, economic development is characterized by restrained consumptionand an increasing concentration which has been the direct result of increasing mergers andcompany takeovers. Relations between manufacturers, industry and vendors have becomestrained to an extent that is now becoming counter-productive. Every market participant,every sector and every individual is trying to optimize their business processes toachieve specific objectives. This constantly results in an ineffective supply chain and abusiness that is not taking advantage of the opportunities available. The formula to evadethis vicious circle is cooperation rather than confrontation and the concept of EfficientConsumer Response (ECR). In essence, this concept is common sense with a brand nameattached to it.