Category Management Roles and Their Influence on Retailer–Supplier Relationships in the Retail Sector: A Systematic Literature Review

Abstract

Introduction: Category Management (CM) is a strategic process designed to foster collaborative relationships between retailers and suppliers, aiming to enhance sales through the introduction of new competitive products. Traditionally, the perceived role of CM has been limited to operational functions within the retail sector. This paper addresses this gap by providing a comprehensive systematic review of the literature to elucidate the broader strategic importance of CM in nurturing supplier-retailer partnerships.

Objectives: The primary objective of this research is to synthesize existing scholarly work on Category Management to systematically identify and analyze its extended roles and the benefits of supplier-retailer collaboration. The study aims to move beyond the traditional view and establish CM as a fundamental structural component of this crucial business relationship.

Methods: A systematic literature review was conducted following a strict, well-defined screening protocol. This process identified 66 relevant peer-reviewed articles published in 38 major journals spanning a 30-year period from 1990 to 2020.

Results: The findings make substantial contributions to the literature. The analysis identified six significant roles of CM that extend beyond its conventional operational scope within the retail sector. Furthermore, the review distilled five key benefits derived from supplier and retailer collaboration through CM. These results collectively demonstrate that CM remains a foundational and structural element for a successful and strategic supplier-retailer relationship.

Conclusions: This review conclusively establishes that Category Management is a critical driver of strategic collaboration rather than a mere tactical tool. The study illuminates CM's vital role in managing supplier-retailer relationships, offering valuable insights and practical implications for retail managers, category managers, and suppliers. By understanding these key roles and benefits, practitioners can better leverage CM to achieve competitive advantage.