WILTON, Conn. — Retailers are now outpacing CPG companies when it comes to embracing the key issues driving new and sustainable top-line growth, according to a new study. In four critical areas — strategy, process, structure and execution — retailers generally registered greater support for pursuing key growth drivers than did CPG companies, according to "Jump Starting Top-line Growth II," a study by Meridian Consulting Group for the Global Market Development Center, the trade association for the general merchandise and health and beauty wellness industries. "Historically, manufacturers have been perceived as being ahead of retailers in terms of identifying new approaches and opportunities to drive growth," said Meridian Chief Executive Officer Michael Shinall. "This study suggests that the reverse is now true — that it's retailers who tend to be more aggressive about tackling the issues that are most likely to result in business growth." For instance, when asked to rate the importance of three areas of strategy on a five-point scale, retailers led manufacturers in "developing higher level solutions" (3.9 to 3.0) and "addressing business needs beyond the 4P's" (3.6 to 3.0).
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