The ECR approach aims to completely integrate
information and supply chains to be able to efficiently
respond to current customer demand [12]. This effort
leads to the logistical objectives of responsiveness,
cooperation, and customer-orientation. Marketing
objectives are also included in the ECR approach but are
not considered in the following. The ECR approach
should be understood as a holistic model serving as a
superstructure for numerous operational approaches
[13]. These include Cross Docking, Synchronized
Production, and Continuous Replenishment.