Rebecca Rees has more than 15 years industry experience in Category Management, Strategy, Insights, Analytics, Space Management, Brand Management, and Sales & Marketing Management. With a strong understanding of academic, retailer, supplier and agency perspectives, Rebecca has worked within the market leading FMCG suppliers, Grocery retailers, Market Research and Data Agency companies, is currently the Managing Director of her own private consultancy company InsightsDR, and is completing a PhD at Monash University part-time.
In today’s highly competitive retailing environment, organisations are constantly trying to improve profitability, minimise costs, and provide an enhanced value proposition to their customers. Relational governance mechanisms are viewed as one mechanism to enhance the performance of retailers and suppliers in the FMCG industry. Increasingly, market insights are being used to revise the product and service offering. However, limited attention has been paid to how relational governance mechanisms influence market insights from both a supplier and retailer perspective. Survey data from category managers in the Australian FMCG food manufacturing firms indicates that information sharing and inter-organisational commitment affects market insights. This research has implication for theory, managers, and policy makers.