Collaborative differentiation in the consumer goods industry
Type
applied research project
Start Date
September 1, 2009
End Date
December 31, 2009
Status
completed
Keywords
collaborative differentiation
differentiation strategies
retailing
fast moving consumer goods
cooperation
new poduct development
Description
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.
Leader contributor(s)
Member contributor(s)
Ehrenthal, Joachim C.F.
Partner(s)
ICI
Funder
Topic(s)
[http://www.sdlogic.net/ Service-Dominant logic]
collaborative differentiation
Method(s)
literature review
interviews
case studies
Range
Institute/School
Range (De)
Institut/School
Division(s)
Eprints ID
56522