A Framework for Category Management Relationships

This paper draws on research into category management (CM) within the UK food channel. It provides a conceptual discussion of the issues of CM relationships in a strongly competitive and concentrated environment. The context of the relationships includes a limited choice of partners and a past history of long term adversarial relationships. To some extent manufacturers are obliged to enter these relationships because of shift in the balance of channel power to the retailer. However, both retailers and manufacturers expect mutual benefits. The author argues that expectations of control, anticipation of satisfaction and trusting behaviour rather than trust are relationship facilitators. Commitment, satisfaction and cognitive trust are proposed outcomes of successful relationships.