Subramanian, Upender; Raju, Jagmohan S.; Dhar, Sanjay K.; … - In: Management Science 56 (2010) 10, pp. 1739-1765
Many retailers designate one national brand manufacturer in each product category as a "category captain" to help manage the entire category. A category captain may perform demand-enhancing services such as better shelf arrangements, shelf-space management, and design and management of in-store...