A Model for Structuring Efficient Consumer Response Measures

Abstract

Purpose: The purpose of this paper is to propose a model which structures and links different types of efficient consumer response (ECR) measures; it does so by considering the use of both quantitative or ‘hard’ and qualitative or ‘soft’ measures in ECR, emphasizing the importance and causal role of ‘soft’ measures throughout the ECR process. Methodology/Approach: This paper reviews the ECR and performance measurement literature and proposes a model that explains linkages from intra-organizational, inter-organizational and industry prerequisites through ECR activities to ECR outcomes; and highlights the role of performance, behavioural, attitude and capability measures. Two extant studies from Austria and Denmark are examined in the context of the model to exemplify some of its features. Research limitations/implications: The proposed model is presented for primarily future investigation; thus there is no empirical study in this paper other than a comparison of the two extant studies to support some constructs and variables. However, the model represents a structure that can guide future research on more specific ECR elements. Practical implications: The model makes a practical contribution by providing a structure from which measurement or scorecard systems can be established. Originality/value of the paper: The model makes a theoretical contribution by providing an overall structure to link different areas of ECR research such as barriers for ECR implementation, and specific ECR concepts, activities, and their outcomes.