What is needed is a return to basics, the breaking down of jargon and complexity and a focus placed on making it happen for a majority of suppliers If the benefits of category management are to be spread more widely, there will need to be an evolution from approaches that have limited its effective use to the minority of suppliers. A new form of category management needs to develop The "new" category management should: - be more pragmatic, less process-obsessed, less focused on vast amounts of data analysis - be a more flexible blend of techniques - find ways to make it happen both within suppliers and through to store level - emphasise tactics and implementation - recognise that all suppliers in a category have a role in category development, not only category captains - Take account of the role, capabilities and resource limitations of smaller suppliers. {{MANAGEMENT FEATURE }}