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The operating assumption of category management implies that performance in a category at the retail level will result in improvements in the suppliers’ performance whose brands are sold through the category. The category management theory posits that retailers can maximize their sales in the category through an optimal mix of brands, SKUs, and pricing that is determined from the consumer’s perspective and is based on historical sales data (Gruen, 1998)...

The operating assumption of category management implies that performance in a category at the retail level will result in improvements in the suppliers’ performance whose brands are sold through the category. The category management theory posits that retailers can maximize their sales in the category through an optimal mix of brands, SKUs, and pricing that is determined from the consumer’s perspective and is based on historical sales data (Gruen, 1998)...

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