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Efficient Consumer Response aus kooperationstheoretischer Sicht
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Efficient Consumer Response (ECR), die Kooperation zwischen Hersteller und Handel, gewinnt zunehmend an Bedeutung. Eine dominierende und zugleich konflikttrchtige Rolle spielt dabei der Systemerfolg, denn einerseits soll dieser durch ECR gesteigert werden, andererseits stellt sich die Frage der Aufteilung auf die verschiedenen Parteien. Auf der Basis des Instrumentariums aller Theoriebereiche, die sich mit Kooperationsphnomenen befassen, nimmt Adrienne Cansier eine modelltheoretische Analyse von ECR vor. Sie zeigt auf, unter welchen Bedingungen fr Hersteller und Hndler ein Anreiz zur Kooperation besteht und sich auch fr den Konsumenten Vorteile ergeben. Es erweist sich, dass die Spiel- und die Agencytheorie nutzbringende Anstze bieten.
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