Abstract
This work aims to highlight the importance of adequately defining relationships between firms in a supply chain management (SCM) framework as the basis for its integrated functioning. An empirical study is used to analyze the state of manufacturer‐retailer relationships and the implications of these on efficient functioning of the grocery supply chain in Spain with Efficient Consumer Response (ECR) as a backdrop. Using personal interviews with logistics managers in 48 manufacturers and retailers in Spain, the study focuses on the order fulfillment or demand satisfaction logistics process, and evaluates the willingness for collaboration among the enterprises using best practices and information and communication technologies (ICT's) associated with ECR.
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