Grocery Industry Collaboration in the Wake of ECR

Efficient Consumer Response (ECR) is an industry‐wide initiative that is commonly believed to have fallen far short of its promised efficiencies and value. Many believe that unrealistic expectations among grocery industry participants are primarily at fault for this shortcoming. The level of internal and external change required to make desired outcomes a reality have been underestimated and poorly understood by prospective participants. While change has been slower than desired, many firms have collaborated effectively and achieved significant results through coordinated supply chain activities. This research uses case studies to illustrate successful collaboration in the grocery supply chain and explores the success factors inherent in such efforts.