2023-04-132023-04-13https://www.alexandria.unisg.ch/handle/20.500.14171/58462A 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.collaborative differentiationdifferentiation strategiesretailingfast moving consumer goodscooperationnew poduct developmentapplied research project