In the four years since the Efficient Consumer Response initiative was launched, the supermarket industry has undoubtedly become more efficient. Excess inventory has been taken out of the pipeline, many underused warehouses have been shut down and electronic data interchange is replacing much of the paper in the system. The question some have asked, however, is whether ECR has truly benefited the consumer. Many say it's a key piece of the ECR puzzle. Proponents of ECR say shoppers have ...

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