What constitutes an effective retailing relationship?

2015 SBS Doctoral Poster WINNER: Literature reviews show there is very little written on Category Management, and as Shopper Marketing is a relatively new approach from America even less written. With the industry facing change gaps in the literature have emerged. Academia Contribution The proposed research will contribute to social exchange theory, relationship theory, trust theory, and behavioural economics theory literature. This will be specifically an understanding of: The effects of collaborative and trusting relationships between retail buyers and sellers and how this leads to greater commitment and improved satisfaction of consumer / shopper needs Additional factors necessary for effective relationships to meet the needs of a changing retail environment The types of metrics that should be used to measure category management and shopper marketing performance Interviewing key stakeholders from retailers, manufacturers and consumers will raise the awareness of Sheffield Hallam University and increase its profile within the academic community Professional Practice Contribution UK retailers and manufacturers will be interested in, and introduce the factors and effects of collaborative and trusting relationships into their operations Provide evidence to assist the decision making process of continuing to invest into Category Management or introduce Shopper Marketing A better understanding of the financial metrics to measure Category Management or Shopper Marketing performance Consultancy services to assist the industry through change