A Model for Structuring Efficient Consumer Response Measures

Jesper Aastrup, Herbert Kotzab, David B. Grant, Christoph Teller, Mogens Bjerre

Publication: Scientific journalJournal articlepeer-review


Purpose – The purpose of this paper is to propose a model which structures and links different types
of efficient consumer response (ECR) measures; it does so by considering the use of both quantitative
or “hard” and qualitative or “soft” measures in ECR, emphasizing the importance and causal role of
“soft” measures throughout the ECR process.
Design/methodology/approach – This paper reviews the ECR and performance measurement
literature and proposes a model that explains linkages from intra-organizational, inter-organizational
and industry prerequisites through ECR activities to ECR outcomes; and highlights the role of
performance, behavioural, attitude and capability measures. Two extant studies from Austria and
Denmark are examined in the context of the model to exemplify some of its features.
Findings – Similarities regarding issues of inter-organizational and intra-organizational prerequisites
were found, but the two studies also demonstrated variety in the use of measures in ECR research.
Research limitations/implications – The proposed model is presented for primarily future
investigation; thus there is no empirical study in this paper other than a comparison of the two extant
studies to support some constructs and variables. However, the model represents a structure that can
guide future research on more specific ECR elements.
Practical implications – The model makes a practical contribution by providing a structure from
which measurement or scorecard systems can be established.
Originality/value – The model makes a theoretical contribution by providing an overall structure to
link different areas of ECR research such as barriers for ECR implementation, and specific ECR
concepts, activities, and their outcomes.
Keywords Distribution channels and markets, Vertical marketing, Austria, Denmark
Original languageEnglish
Pages (from-to)590 - 606
JournalInternational Journal of Retail & Distribution Management
Issue number8
Publication statusPublished - 1 Jul 2008

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