The Role of Category Management in Balanced Development of Consumer Market
https://doi.org/10.21686/2413-2829-2020-4-195-204
Abstract
On March 11, 2020 the WHO officially announced the outbreak of corona-virus COVID-19 a pandemia. In this situation the majority of countries closed their borders and in-country movement on public transport was also changed to stop virus spreading. On the high authority level strategic decisions were taken every day in order the stop the infection. In Russia on March 25 President V. V. Putin issued a decree N 206 about the non-working week from March 30 to April 3, 2020 and on April 2, 2020 this decision about the non-working week was prolonged by the end of April. In view of these changes tourist, restaurant, leisure industries were temporary closed and business within the frames of these industries had to adapt to this situation. As for restaurants, it meant passing-over to product delivery through aggregators. This decree was not applied to certain industries, including organizations providing food and essential goods to the population. Thus food retail sale of both on-line and off-line formats continued selling goods to customers. The article shows the role of category managers in changing conditions of the pandemia, as non-stop supply of customers with goods depend on their decisions.
About the Authors
A. V. Ryzhakova
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
Alla V. Ryzhakova Doctor of Technical, Professor, Professor of the Department for Commodity Research and Commodity Expertise
36 Stremyanny Lane, Moscow, 117997
I. V. Goloviznin
Оnline-hypermarket “Utkonos”
Russian Federation
Russian Federation
Ilya V. Goloviznin Lead cathegory Manager
3 building, 6 Stolyarny Lane, Moscow, 123022
References
1. Veretekhin A. V. Razvitie elektronnoy kommertsii v reteyle vysokotekhnologichnykh tovarov narodnogo potrebleniya [Development of e-Commerce in Retail of High-Tech Consumer Goods]. Vestnik universiteta [Bulletin of the University], 2019, No. 8, pp. 123–130. (In Russ.).
2. Gavryushin O. Yu., Dolgov S. I., Savinov Yu. A., Taranovskaya E. V. Izmenenie firmennoy struktury onlayn-prodazh v Rossii [Changing the Corporate Structure of Online Sales in Russia]. Rossiyskiy vneshneekonomicheskiy vestnik [Russian Foreign Economic Bulletin], 2019, No. 8, pp. 77–92. (In Russ.).
3. Deputatova E. Yu., Perelman M. A. Aspekty izucheniya potrebitelskogo povedeniya v usloviyakh innovatsiy v reteyle [Aspects of Studying Consumer Behavior in the Context of Innovations in Retail]. Journal of Economy and Business, 2020, No. 1, pp. 101–103. (In Russ.).
4. Domkin A. A., Babanov V. N. Kategoriynyy menedzhment v roznichnoy torgovle [Category Management in Retail]. Nauchnyy elektronnyy zhurnal «Meridian» [Scientific Electronic Journal Meridian], 2020, No. 7, pp. 117–119. (In Russ.).
5. Ilenkova K. M. Praktika vnedreniya metodiki kategoriynogo menedzhmenta v internetmagazine (na primere Uralskogo federalnogo okruga) [Practice of Implementing the Category Management Methodology in an Online Store (using the example of the Ural Federal District)]. Vestnik Rossiyskogo ekonomicheskogo universiteta imeni G. V. Plekhanova [Vestnik of the Plekhanov Russian University of Economics], 2019, No. 6 (108), pp. 157–172. (In Russ.).
6. Semenova A. A. Budushchee tsifrovogo reteyla: trendy dlya innovatsiy [The Future of Digital Retail: Trends for Innovation]. Peterburgskiy ekonomicheskiy zhurnal [St. Petersburg Economic Journal], 2020, No. 1, pp. 64–69. (In Russ.).
7. Zhebo A. V., Akeshkov A. V. Formation of New Segments of the Market through Quality Function Deployment of Innovative Production. Atlantis Press, 2019, Р. 1133–1136.
Review
For citations:
Ryzhakova A.V., Goloviznin I.V. The Role of Category Management in Balanced Development of Consumer Market. Vestnik of the Plekhanov Russian University of Economics. 2020;17(4):195-204. (In Russ.) https://doi.org/10.21686/2413-2829-2020-4-195-204
Views:
390
Email this article 