ECR in

The Efficient Consumer Response (ECR) development movement has addressed issues such as supply chain efficiency and consumer value creation in the brick-and-mortar grocery industry for nearly a decade. Currently ECR is moving into the field of e-grocery shopping as well. An interesting question is, however, whether ECR actually can provide the support necessary for getting the e-grocery business on its feet, or whether it will, in fact, stand in the way of development. This paper looks at two of the main focus areas of ECR- supply management and demand management- and examines how well the existing ECR ideas and improvement concepts suit the e-grocery development