Article ID: | iaor20107428 |
Volume: | 56 |
Issue: | 10 |
Start Page Number: | 1739 |
End Page Number: | 1765 |
Publication Date: | Oct 2010 |
Journal: | Management Science |
Authors: | Raju Jagmohan S, Subramanian Upender, Dhar Sanjay K, Wang Yusong |
Keywords: | supply & supply chains, organization |
Many retailers designate one national brand manufacturer in each product category as a ‘category captain’ to help manage the entire category. A category captain may perform demand‐enhancing services such as better shelf arrangements, shelf‐space management, and design and management of in‐store displays. In this paper, we examine when and why a retailer may engage one manufacturer exclusively as a category captain to provide such service and the implications. We find that demand substitutability of competing brands gives rise to a