8 Conclusion
Overall, it can be experienced that the public discussion on retailer-supplier collaboration in product development and launch is in an infancy stage. Yet, within the companies of retailers and suppliers major work is under way. Retailers are building up customer intelligence, strategic category management and capabilities to quickly turn product opportunities into profits. Suppliers are getting prepared to integrate information they get from retailers into their product creation processes, and are adjusting product, production and logistics design to deliver to retailer requests. So, it is probably not a speculation to say that one of the next fields for major improvement in the consumer goods industry is the redesign of the industry’s product development and launch processes.
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Hofstetter, J.S. (2005). Extending ECR into Product Innovation. In: Doukidis, G.J., Vrechopoulos, A.P. (eds) Consumer Driven Electronic Transformation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/3-540-27059-0_13
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