Wait a minute! Efficient Manufacturer Response? What happened to the consumer? Good question! In a mad dash to get started down the Efficient Consumer Response road, many manufacturers are making serious -- and what will prove to be costly -- mistakes.
From the moment ECR was first announced at the Food Marketing Institute Mid-Winter Conference in January 1993, most manufacturers initially struggled. "What to do?" For the majority of those who just decided to "do something," continuou