ecr-journalЭкономическая наука современной РоссииEconomics of Contemporary Russia1609-14422618-8996Regional Public Organization for Assistance to the Development of Institutions of the Department of Economics of the Russian Academy of Sciences10.33293/1609-1442-2022-2(97)-86-106ecr-journal-767Research ArticleЭКОНОМИЧЕСКАЯ ПОЛИТИКА И ХОЗЯЙСТВЕННАЯ ПРАКТИКАECONOMICAL POLICY AND ECONOMICAL PRACTICEКатегорийный менеджмент и совместное управление товарной категорией в цепочке создания потребительской ценности?Category Management or Category Captainship in the Consumer Value Chain?ИльенковаКаролина МихайловнаIlyenkovaKarolina M.

младший научный сотрудник

reiz@inbox.ruИнститут экономики УрО РАН, Екатеринбург; АНОД ПО «Высшая экономическая школа», ЕкатеринбургРоссияInstitute of Economics, the Ural Branch of RAS, Ekaterinburg; ANOD PO «Higher School of Economics», EkaterinburgRussian Federation2022250620220286106Copyright © Ильенкова К.М., 20222022Ильенкова К.М.Ilyenkova K.M.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.ecr-journal.ru/jour/article/view/767

Целью проведенного нами исследования является определение преимуществ и недостатков категорийного менеджмента и совместного управления товарной категорией, проведение сравнительного анализа, выявление их принципиальных отличий. В рамках поставленной цели решались следующие задачи: раскрытие сути понятий «категорийный менеджмент» и «совместное управление товарной категорией»; описание основных этапов развития и становления категорийного менеджмента; выявление и обоснование преимуществ и недостатков исследуемых подходов; проведение сравнительного анализа категорийного менеджмента и совместного управления товарной категорией. На основании полученных результатов подводятся итоги, выделяются основные ограничения, формулируются рекомендации для торговых сетей при принятии решения о выборе подхода, определяются дальнейшие направления исследований. В статье рассматривается суть понятия категорийного менеджмента и этапы его становления с учетом текущих тенденций рынка и трендов в покупательском поведении. На основании анализа существующей литературы выделены основные факторы, определяющие становление и трансформацию категорийного менеджмента от версии CatMan 1.0 до версии CatMan 3.0. Выделяются и доказываются существующие преимущества и недостатки категорийного менеджмента для всех участников цепочки создания потребительской ценности. Раскрывается суть и основные характеристики понятия «совместное управление товарной категорией», обосновываются его преимущества и недостатки. Проводится сравнительный анализ исследуемых подходов, выделяются основные отличия подходов, формулируются их ограничения. Проведенное исследование позволило сформулировать рекомендации для торговых сетей, которые целесообразно учитывать при принятии решения о выборе подхода, а также определены направления дальнейших исследований по данной теме.

The purpose of this study is to identify the advantages and disadvantages of the Category Management and Category Captainship, to conduct comparative analyses of them and determine the princeple differences. Within the research purpose were solved the following tasks: to reveal the essence of Category Management and Category Captainship; to describe the main stages of Category Management development; to identify and substantiate the advantages and disadvantages of investigated approaches; to conduct the comparative analyses of Category Management and Category Captainship. Based on the received results we summarize, describe the main obstacles and formulate the recommendations for retailers by the decision making about the approach choosing. Finally, we define the future research destination in this area. The article discusses the essence of Category Management and the stages of its development considering current trends in the market and in the customer behavior. Based on the existing literature analyses we identify the main factors that influence the Category Management transformation from CatMan 1.0 to CatMan 3.0 this work identifies existing advantages and disadvantages of Category Management for all participants in the customer value chain. Further we reveal the essence and main features of Category Captainship, its advantages and disadvantages. Finally we conduct comparative analyses of the investigated approaches, define the main defferences of them and formulate their limitations and obstracles. This study let to formulate the recomendations for retailers that they could use by the decision making about the approach choosing. Finally were defined the future destinations of the researches in this area.

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The authors declare that there are no conflicts of interest present.