Effects of Strategic Category Management, Data Analytics Insights and Customer Experience Alignment in Driving Business Performance

In today’s highly competitive retail industry, organisations are increasingly facing pressures to improve profitability, minimise costs, and provide an enhanced value proposition to customers. This thesis examines the role of strategic category management, relational governance mechanisms, data analytics insights, and customer experience alignment, in sustaining and enhancing business performance. A new measurement item was created; insights orientation, with sub-constructs; market insights, consumer insights and shopper insights. Mixed methodology of semi-structured interviews and online surveys were used, and a conceptual model was proposed, which explains the relationship between all these constructs explored. This research has implications for theory, managers, and policy makers.