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When Nintendo was developing its latest hit gaming system, the Nintendo Switch, it noticed that all modern consoles were using very complex, powerful, and power-hungry processors designed by AMD. On the other hand, Nvidia has long had ARM-based mobile processors initially used for mobile phone applications that are very power efficient. Consequentially, Nintendo invited Nvidia to codevelop a custom processor for the Switch for a hybrid home/portable console system. What supplier development approach is this considered? Developing a new category Undercutting the competition Dominating the market