Using a "balanced approach" to measure merchandising supplier performance

Document Type

Article

Publication Date

2006

Department

School of Business

Abstract

This study aims to verify the usefulness of a "balanced approach". It examined 236 small manufacturers that had attempted to become suppliers to the mass merchandiser market. Each firm was asked to complete a self-assessment instrument and allow its product to be independently evaluated by a trained marketing professional. The results suggest that, while the balanced approach is useful in evaluating small suppliers, the reliance on only firm-related items is not as effective as an approach using an instrument that also includes product-specific measures. Firms with superior management and products were more successful in reaching a merchandiser's shelves than those with poor ratings in each area.

DOI

10.1108/13683040610652177

First Page

4

Last Page

13

Volume

10

Issue

1

ISSN

13683047‎, 17588057‎

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