When the time came for the original Efficient Consumer Response study group to name the four ECR strategies, we were too quick to use the "E-word." It was and still is appropriately used in the case of "Efficient" Replenishment. Better names for the others, however, would have been "Effective" Promotion, "Innovative" New Products and "Smart" Assortments.
Undoubtedly, the biggest damage was done by the name Efficient Promotion. This choice was a major contributor to the ECR initiative