The Role of Instore Logistics and Shelf Ready Packaging for On-Shelf Availability

Abstract

With this paper, we want to add to the existing discussion on retail store execution and retail store operations by emphasizing on how shelf-ready-packaging (SRP) impacts the shelf-filling-process and consequently the on-shelf-availability (OSA). The discussion includes a theoretical conceptualization of the interrelationships between SRP, OSA and instore logistics based on literature analysis as well as a discussion of the results of two empirical field studies.