Efficient Consumer Response (ECR) is currently the largest collaborative movement in the world. The author empirically demonstrates that the extent to which suppliers of a major retailer adopt ECR has a beneficial impact on their outcomes but that it also generates greater perceptions of negative inequity on the part of the supplier. This book is a must-read for academics and students who want to understand the nature of collaborative ECR relationships. It is very useful for practitioners who are interested in a scientific analysis of the benefits of ECR adoption.
