Launched in 2007, this initiative addresses innovative ways of collaboration between manufacturers and retailers. It aims to the identification of critical areas to be addressed for improved relationships, the development of best practices on how to enable and drive these changes, and the commitment to be moving together in the "new direction".

Key areas include sustainable changes in culture, collaborative business planning and new measures and reward structures.

Visit www.gci-net.org in the 'free download' section to access detailed information about the project.