WILTON, Conn. — Retailers and manufacturers agreed that they held an equal share of power in their partnerships five years ago, but the findings of the 2009 Category Management Study by Cannondale Associates show that that thinking has changed.
It found that today manufacturers believe that retailers control nearly two-thirds of the overall power and will extend that control to 71% five years from now. Retailers likewise believe they control a greater share of the power — 60% — and expect to control nearly two-thirds of it five years from now.
“One real impact of this balance of power shift is that retailers are demanding and manufacturers are providing much more customized insight and programming,” according to the report.
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