Abstract
In this article, the way in which temporary displays are used and adopted by retailers is studied. Because mutual understanding between manufacturers and retailers is lacking, it is hypothesized that manufacturers have a different perception of the criteria which retailers use to decide about the adoption of displays, have different opinions about the physical attributes of an ideal display for a retailer and disagree on the effectiveness of displays. Contrary to what is generally hypothesized, the application of a modified rank test to the perceptions of temporary displays by product managers, sales people, store managers and retail headquarters mainly shows similarities and occasional differences.
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