Food industry innovation: Efficient consumer response

Abstract

The food manufacturing and distribution industry is undergoing a series of rapid changes. This article examines an important innovation within the industry known as efficient consumer response (ECR). The conceptual model employed has been used for over 50 years to analyze the adoption and diffusion of innovations. The findings are based on 40 in-depth interviews conducted with top industry leaders representing manufacturers, wholesalers, and retailers. General awareness of and interest in ECR was quite high among industry leaders. However, many respondents perceived ECR to be a very complex system that would have a wide range of impacts. Different industry segments expressed varying perceptions about ECR. The article concludes with recommendations for improving the management of change and successful implementation of innovations within the food industry. © 1998 John Wiley & Sons, Inc.