Category management tactics: an analysis of manufacturers' control

Purpose - To assess the weight and extent of control possessed by manufacturers over category management (CM) tactics in contemporary distribution channels for fast-moving consumer goods; and to analyse the origins of this control.Design methodology approach - A survey study conducted among Finnish manufacturers of fast-moving consumer goods. A total of 420 questionnaires were sent out. Of these, 84 questionnaires were returned, of which 83 were satisfactorily completed for use in the analysis.Findings - The study reveals that manufacturers believe that retailers are clearly in charge of CM tactics. However, large manufacturers seem to possess a relatively strong weight of control in CM decision making, whereas small manufacturers possess little weight of control. The origins of manufacturers' control are mostly non-coercive in nature.Research limitations implications - This study has approached CM from the perspective of manufacturing organisations. The phenomenon could also be approached from the retailers' or a dyadic perspective. It would be fruitful to conduct comparative studies in other national settings. Conceptual and qualitative empirical studies are needed to obtain a clearer understanding of the phenomenon.Practical implications - The study suggests that manufacturers who wish to gain some control over CM tactics should base their interaction with retailers on expertise and issues related to referent power bases.Originality value - This paper offers new perspectives on CM by examining the concept of power within manufacturer-retailer relationships.