More Supplier Choice than Customer Choice
Using Category Management To Dominate TheShelf Across Europe the battle for the hearts andminds of supermarket shoppers is starting way before products hit the shelves. The buyingdecision as to which brand of baked beans ends up in the shopping basket is being made asa result of how the supermarkets and its suppliers interact. Increasingly, it is businessdecision in this area that decides which brands go in the basket, because if it's noton the shelf, it won't be in the basket.
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