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Handel in Theorie und Praxis pp 209–224Cite as

A note on measuring competition for FMCG markets

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Zusammenfassung

Retailing in general as well as a number of different aspects of distribution are amongst Professor Möhlenbruch’s research areas (Möhlenbruch, 1994). This paper relates to his interest in assortment decisions and concentrates on fast moving consumer goods [FMCG] which represent product categories of particular importance for retailers. The very nature of this kind of goods permitted regular collection of sales data already in the sixties of the last century making these data accessible to management decision making and scientific research. Professor Ehrenberg was probably one of the first scholars who analyzed purchases of FMCG to a greater extent.

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Author information

Authors and Affiliations

  1. Wien, Österreich

    Univ.-Prof. Dr. Dr. h.c. Udo Wagner & Mag. Wolfgang Weitzl

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  1. Univ.-Prof. Dr. Dr. h.c. Udo Wagner
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  2. Mag. Wolfgang Weitzl
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Correspondence to Udo Wagner .

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Editors and Affiliations

  1. Univations GmbH, Universität Halle-Wittenberg Univations GmbH, Halle, Germany

    Gesa Crockford

  2. Conomic Marketing & Strategy Consultants, Halle, Germany

    Falk Ritschel

  3. Halle, Germany

    Ulf-Marten Schmieder

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Wagner, U., Weitzl, W. (2013). A note on measuring competition for FMCG markets. In: Crockford, G., Ritschel, F., Schmieder, UM. (eds) Handel in Theorie und Praxis. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01986-0_8

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  • DOI: https://doi.org/10.1007/978-3-658-01986-0_8

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