We are credited with introducing the concept of retailer/supplier partnering to the food and chain drug channels in the mid 1980’s. We also introduced the concept in Australia, Mexico and Asia. Since then we have evolved partnering to what we refer to today as strategic collaboration.
 

We designed and implemented the concept of category management at HEB Food and Drug in October, 1991. This retailer was the first practitioner of category management in the US. In 1994 we were invited to participate as a resource for the Joint Industry Project on Efficient Consumer Response, The Category Management Report. We offered our intellectual property in support of this important industry initiative. Later we were a resource to the Kellogg Graduate School of Management/Food Marketing Institute Category Management Series Implementation Guides.

Shortly thereafter WWA was chosen to be the category management and partnering consultant for the ANTAD industry sponsored ECR project in Mexico.
 

In early 2007 we selectively introduced Shopper Centric Retailing^SM , the next generation model beyond category management. Similar to the introduction of category management, implementation will again require a major paradigm shift that will impact how CPG manufacturers and retailers align in the future.