University of St.Gallen
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Collaborative differentiation in the consumer goods industry

abstract A potential possibility to escape the price war may be working together in "collaborative differentiation". The concept behind this name is a strategic planning process between a retailer and a manufacturer to create a tailor-made, branded product or service, which is perceived as such by the consumers offering them a unique selling proposition. At the end of the process retailer and manufacturer experience a rising share of wallet, higher store loyalty and revenues.
   
keywords collaborative differentiation, differentiation strategies, retailing, fast moving consumer goods, cooperation, new poduct development
   
partner ICI
type applied research project
status completed
start of project 2009
end of project 2009
additional informations
topics Service-Dominant logic, collaborative differentiation
methods literature review, interviews, case studies
contact Joachim C.F. Ehrenthal