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Customer and Channel Management Survey: Adapting with Speed - How Agile Selling Organizations Win in a Demanding Environment (2014)
Grocery Manufacturers Association
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Description:
This article shares the findings of the 2014 Customer and Channel Management
(CCM) Survey and provides an up-to-date perspective on the practices of top performing
CPG companies. Our distinctive approach, linking customer and
channel management practices to in-market results, gives us a unique perspective
on which practices matter most and how much value they generate.
Since 1978, McKinsey’s Consumer and Packaged Goods Practice has been
studying and benchmarking the customer and channel management practices
of leading CPG companies in the United States. More recently, we added surveys
covering Asia, Latin America, and Europe. This article discusses the findings
from our recent US survey, which we developed in partnership with the Grocery
Manufacturers Association and Nielsen. Through the survey we define a set of
market-based metrics that we use to define “winners” (companies that outperform
their peers in the categories in which they compete) and “others” in the United
States.
Product Details:
Product ID: | IA-2014-c |
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Publication Year: | 2014 |
Page length: | 20 Pages |