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Mention the words Efficient Consumer Response these days and get ready to stand back. The responses you'll get will range from outrage to flat dismissal to simple confusion, whether you're talking to retailers or manufacturers. As with all complex business management theories, ECR has its share of misconceptions about purpose, functions, implications for daily business and ultimate beneficiaries.Two

Mention the words Efficient Consumer Response these days and get ready to stand back. The responses you'll get will range from outrage to flat dismissal to simple confusion, whether you're talking to retailers or manufacturers. As with all complex business management theories, ECR has its share of misconceptions about purpose, functions, implications for daily business and ultimate beneficiaries.

Two of the more prevalent misconceptions define ECR as either a replacement for category

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