Category management initiatives from the retailer perspective: a study in the Brazilian grocery retail industry

This paper aims to bridge a gap in the literature concerning implementation processes and outcomes of category management initiatives in a developing country context. It presents the results of a study into initiatives of adoption of this tool in the Brazilian grocery retail industry, based on three in-depth case studies with retailers covering both pre-implementation, implementation and post-implementation issues. There is indication of satisfaction on the part of retailers with the business outcomes and learning effects of the initiatives. However, there seems to be the need for a better definition of medium and long-term actions as well as planning of investments in resources and technology.