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Published in:
2013 | OriginalPaper | Chapter
A note on measuring competition for FMCG markets
Authors : Univ.-Prof. Dr. Dr. h.c. Udo Wagner, Mag. Wolfgang Weitzl
Published in: Handel in Theorie und Praxis
Publisher: Springer Fachmedien Wiesbaden
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Retailing in general as well as a number of different aspects of distribution are amongst Professor Möhlenbruch’s research areas (Möhlenbruch, 1994). This paper relates to his interest in assortment decisions and concentrates on fast moving consumer goods [FMCG] which represent product categories of particular importance for retailers. The very nature of this kind of goods permitted regular collection of sales data already in the sixties of the last century making these data accessible to management decision making and scientific research. Professor Ehrenberg was probably one of the first scholars who analyzed purchases of FMCG to a greater extent.