Category captain arrangements in grocery retail marketing

Chimhundu, Ranga and Kong, Eric and Gururajan, Raj (2015) Category captain arrangements in grocery retail marketing. Asia Pacific Journal of Marketing and Logistics, 27 (3). pp. 368-384. ISSN 1355-5855


The purpose of this article is to examine shelf management practices of grocery retail chains and their category captains in the marketing of consumer packaged goods.
This is a qualitative, exploratory study that is set in a duopoly retail environment in the Asia Pacific region. The study employed eighteen in-depth interviews with executives and managers of two umbrella retail organisations and their suppliers/manufacturers. The method of data analysis employed was content analysis.
Despite category captain input in merchandising decisions, it is the retail chains that have the final say on shelf matters. There is no risk of strategic loss of power in employing category captains to manage store product categories on behalf of, or in partnership with retailers provided the retail chains closely monitor the activities and decisions/recommendations of the captains.
Research limitations/implications:
The paper is developed from data obtained from the grocery retail industry of one economy. Future research would need to extend this study to other economies with similar as well as different conditions.
Practical implications:
The research offers reassurance to grocery retail practitioners who may be contemplating lessening the burden of managing all their store categories by themselves and switching to category captain arrangements. The reassurance is that the reported risk associated with loss of power is manageable.

The paper has created a typology termed the ‘category captain arrangement / grocery retail concentration matrix’ and specific directions for further research.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Permanent restricted access to Published Version due to publisher copyright policy.
Faculty/School / Institute/Centre: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 29 Jun 2015 06:48
Last Modified: 30 Jun 2016 03:31
Uncontrolled Keywords: marketing, Asia Pacific, grocery retail, power, category captain, consumer goods
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150309 Logistics and Supply Chain Management
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: 10.1108/APJML-08-2014-0124

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