penso che si stia parlando di display fixtures e il venditore sta imponendo al retailer di dedicargli una porzione di spazio espositivo (share of shelf) proporzionale alla market share

per "share of shelf" vedi:
In general terms, distribution and market share, as treated by the authors, are related in a nonlinear fashion. As higher levels of distribution coverage are reached, increases in distribution depth in the form of additional stock-keeping units, a larger share of shelf, or special displays/positioning can significantly affect market share. As market share increases, distribution breadth increases more-than proportionately, reflecting the trade's tendency to stock those brands which sell well--and also the tendency to give those brands a larger share of shelf space and to stock more stock-keeping units. Conversely, as distribution is increased, the greater availability of the product, combined with the trade support for it, results in larger-than-proportional increases in market share. Unavailability of a smaller brand, either because of stockouts or restricted distribution, benefits larger brands more than smaller ones. This result is implicit in the stocking behavior of retailers: Given the choice between a large brand and a small brand (and given equal levels of trade support), retailers will preferentially choose the brand for which there is greater demand--and consequently the one with the larger market share.
http://www.msi.org/msi/publication_summary.cfm?publication=2...

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Note added at 4 hrs 15 mins (2005-06-21 07:45:09 GMT)
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anche spazio espositivo principale