List of figures V

List of figures
Figure 1: Overview of the research approach and thesis structure ......................................... 7

Figure 2: Contingency theory approach to organizational design ........................................ 10

Figure 3: Overview of the evaluation of empirical research ................................................. 17

Figure 4: Changes in manufacturer, retailer, shopper, and consumer interactions ............... 19

Figure 5: Structural solutions for category management functional units ............................ 63

Figure 6: The touch points along the consumer and shopper journey .................................. 71

Figure 7: Domains of determinants and domains of design variables based on the

literature review ..................................................................................................... 77

Figure 8: Reporting options for trade marketing, category management, and shopper

marketing functional units in the literature ........................................................... 83

Figure 9: Simplified interactions between the manufacturer’s marketing and sales

organization and the retailer, shopper, and consumer ........................................... 84

Figure 10: Refined domains of determinants and domains of design variables ................... 110

Figure 11: Reporting options for trade marketing, category management, and shopper

marketing functional units in the empirical research .......................................... 113

Figure 12: Trends in the trade marketing, category management, and shopper marketing

organizations ....................................................................................................... 160

Figure 13: Propositions on the relationships between determinants and design variables ... 172

Figure 14: Timeline of the action research collaboration ..................................................... 178

Figure 15: Phases, tasks, and meetings of the project in the action research ....................... 179

Figure 16: Illustrative layout of the process maps used in the action research ..................... 181

Figure 17: Excerpt from the job advertisement research ...................................................... 182

Figure 18: Analysis of the drivers and development of the workstreams............................. 184

Figure 19: Group work posters at the off-site workshop ...................................................... 185