With all the hype about Efficient Consumer Response, it is easy to focus on the wrong issues. Issues that most of us can't do anything about are being hurled at us from podiums everywhere: conventions, workshops, seminars, plus more articles than you can read. Consultants are coming out of the woodwork. Getting overwhelmed by ECR is an understatement, understanding ECR would be a life's work, working toward ECR should be manageable. It's like the elephant: eat it one bite at a time. The ...

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