Efficient consumer response: literature review

Abstract

Since efficient consumer response (ECR) was first introduced into the academic literature in 1993, it has been defined more in the sense of a system or a philosophy rather than a particular concept and stresses the complete vertical integration of the marketing channels. The purpose of this paper is to collect, categorise and merge the existing knowledge of ECR. The paper explains the ECR strategies, definitions and initiatives that were found in the academic literature. The main contribution of the paper is the compilation and classification of the ECR academic literature.

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