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Rebuilding the Relationship Between Manufacturers and Retailers by Niraj Dawar, Jason Stornelli, Kusum Ailawadi, Jan-Benedict E.M. Steenkamp, Lisa K. Scheer, Jie Zhang, Sharmila Chatterjee, Qiong Wang, Koen H. Pauwels

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Rebuilding the Relationship Between Manufacturers and Retailers

In the perennial tug of war between manufacturers and retailers, retailers seem to be winning. But manufacturers can benefit by understanding what type of business model a retailer emphasizes — and tailoring their approaches accordingly.

BY NIRAJ DAWAR AND JASON STORNELLI

IN THE PERENNIAL TUG OF WAR between manufacturers and retailers, retailers seem to be winning. Just a few years ago, manufacturers had hopes of being able to manage consumer relationships and product delivery directly. But today’s retail industry is more concentrated than ever; in many industries and markets, a handful of retailers account for the majority of sales. Retailers, whether they operate traditionally ...

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