ABSTRACT
The preceding chapter concerning buying organisations described a set-up that is common in multiple retailers, where product management activities are essentially shared between buyers and merchandisers working in tandem within a product-orientated department. The chapter concluded with a discussion of the emerging approach to product management that allows for a closer relationship between the supply of products and the customer, referred to as the consumer-led approach.The main aim of this chapter is to introduce category management as an evolving approach to retail product management and to consider its implications for the retail organisation and its supply chain.
