How well do you understand retailer business models & motivations?

The root cause of manufacturer frustration and conflict with CPG retailers is that today's retailers view themselves first as financial institutions while manufacturers continue to assume that retailers are primarily in business to merchandise products and satisfy shoppers. The fact is that "Partnership" is a word used primarily by manufacturers.

Understanding the reasons for this is the key to lowering tension levels generally and redirecting one's efforts toward developing programs and relationships that have lasting benefits for both parties.