When is a category captain not a category captain, but a cash cow? It's when a retailer requires a manufacturer to produce $10,000 -- and sums of up to $100,000 have been mentioned -- to "captain," or lead, a segment of a retailer's category-management effort. Maybe the foregoing question-and-answer exercise poses the issue a little too starkly, but there's no doubt that more and more light is beginning to shine on the previously obscure captaincy-fee matter, and that the fledgling practice ...
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