More sophisticated companies try to forge a long-term partnership with distributors. To streamline the supply chain and cut costs, many manufacturers and retailers have adopted efficient consumer response (ECR) practices to organize their relationships in three areas: (1) demand-side management, or collaborative practices to stimulate consumer demand by promoting joint marketing and sales activities, (2) supply-side management, or collaborative practices to optimize supply (with a focus on joint logistics and supply chain activities), and (3) enablers and integrators, or collaborative information technology and process improvement tools to support joint activities that reduce operational problems, allow greater standardization, and so on. Research has shown that although ECR has a positive impact on manufacturers’ economic performance and capability development, manufacturers may also feel they are inequitably sharing the burdens of adopting it and not getting as much as they deserve from retailers.