Executive Summary – Category Leadership – 2014 North America

As successful Category Leadership relies on applying Consumer/Shopper Insights directly to strategy and action, Manufacturers and Retailers agree that Identifying Category Opportunities and having a good Consumer Foundational Understanding are the most important business drivers.

All shopper and consumer business issues have risen in importance across Trading Partners, and are only expected to continue to rise as differentiators of success.


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2014 Category Leadership