Publications
Publications
- February 2008
- HBS Case Collection
Campbell Soup Company: Selling Channel Innovation to Customers
Abstract
Campbell Soup, like most food manufacturers, faced grocery chain and wholesale demand for its goods driven by Campbell's own promotional pricing structure rather than retail consumer demand. Former policies to encourage overstock created huge swings in production and inventory levels. Campbell's introduced continuous product replenishment (CPR) under which they would manage inventory for their customers, enabled by electronic data interchange to link supply to actual demand. Implementing this channel shift required a restructuring of relationships with its customers and a radical restructuring of its promotional policies.
Keywords
Information Technology; Distribution Channels; Order Taking and Fulfillment; Manufacturing Industry; Food and Beverage Industry
Citation
Ton, Zeynep. "Campbell Soup Company: Selling Channel Innovation to Customers." Harvard Business School Case 608-141, February 2008.