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Category Management
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Einzelhandelsunternehmen und Markenartikelindustrie sind seit Jahren mit immer intensiverem Wettbewerb konfrontiert. Der entstehende Druck wird durch Konflikte zwischen Herstellern und Hndlern noch verstrkt. Als Ansatz zur Verbesserung der Hersteller-Hndler-Beziehung wird seit einiger Zeit das Category Management diskutiert. Stephanie Steiner prsentiert eine theoriegeleitete und praxisnahe bersicht ber die in den Hersteller-Handels-Beziehungen existierenden Konflikte. Sie analysiert, inwieweit das Category-Management-Konzept zur Lsung einzelner Konflikte beitragen kann, und untersucht seine Mglichkeiten und Grenzen. Ihre Erkenntnisse zeigen, dass sich der Ansatz nur unzureichend zur Konfliktbereinigung eignet, daher erarbeitet sie eigene Vorschlge zur Regelung von Konflikten durch die Integration eines Intermedirs.
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