Collaborating in an Imperfect World
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- Cite this article as:
- Subramanian, U. & Raju, J.S. ICR (2011) 10: 46. doi:10.1007/s12146-011-0063-2
According to some, category captainship is a way for retailers to abuse their power over suppliers, for a retailer and supplier to conspire against consumers, or for large suppliers to muscle aside smaller competitors. So what are the real pros and cons for retailers and their suppliers?