Abstract
Retail Business is now facing at the difficulty. The price destruction has brought big changes to the market, and it could be called 'Price Revolution'. The Changes requires not only reconstruction of enterprises but also drastic reconstruction of Business System. It means that the progress of the price revolution strongly requires innovation of Retail Business System and that new paradaigm for this innovation is now expected. Here, I come up with an idea of Retail ECR (Efficient Comsumer Response) to take ECR with much more considering comsumer for the purpose of getting adovanced Retail Business System. The differrence of meanning between ECR and Retail ECR comes from the type leadership for reconstruction of Business System. Namely ECR is done under the leadership of wholesaler and Retail ECR is done under the leadership of retailer. So Retail ECR is superior to ECR to get comsumer satisfaction and is best way of accelerate systematize of Retail Business System. Also, in order to embody the Retail ECR, I introduce some examples of the advansed ECR in America such as cases of Wal-mart, Supervalue and IRI.
