Shelf Space. Journal of Retailing and Consumer Services

 In recent decades, the Spanish retail trade sector has undergone profound changes, to a certain degree similar to those occurring throughout Europe. This sector isdeveloping towards greater levels of concentration, enabling it to acquire more power in the exchange relationships with manufacturers and even, in some cases, come to dominate them. The strong growth of large distribution chains and their high level ofconcentration in most countries in the European Union give retailers an advantageous position for negotiations with manufacturers. Therefore, manufacturers emphasizein negotiations the conditions in relation to distribution services evidenced in the shelf or in the outlet, such as payment for shelf end units, point of sale promotions, product placement on the shelf or definition of product range. Likewise, the space assigned tobrands on the shelf is an important element in the negotiation of distributors with manufacturers.

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