2023-04-132023-04-13https://www.alexandria.unisg.ch/handle/20.500.14171/59257After 10 years since FMCG manufacturers and retailers embarked with intensified collaboration under the header of Efficient Consumer Response, what were the benefits achieved, the barriers encountered and the strategies established? ECR Europe, representing European FMCG manufacturers and retailers, commissioned the ECR Europe Academic Partnership (managed by University of St.Gallen) and IBM to run a study to give clear answers.Efficient consumer responsesupply chain managementdistributioncollaborationapplied research project