The Adoption of Efficient Consumer Response in Japan

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Abstract
Efficient Consumer Response (ECR) involves re-engineering, redesigning, and computerization of the supply chain and aims to bring more value to the consumer. Even though ECR is being adopted in the United States and various international markets, it has received very little attention in the marketing literature. In Japan, companies have only recently started adopting ECR. Using innovation adoption theory, this study is the first to empirically examine the attributes of the ECR innovation that will influence adoption in Japan. An empirical examination performed on data collected from Japanese manufacturers, wholesalers, and retailers suggests that perceived advantages, trialability, and observability of ECR have a significant impact on its adoption.