Abstract
This work extends the B2B-centric IMP interaction model to the setting of B2B-to-consumer transactions. We investigate and modify the current model components using a case study of SG Development, a startup manufacturer that joined a large store. In addition, we define the essential components and stages of the entry strategy for new producers. Our findings highlight the significance of manufacturer-retailer interactions in B2B2C transactions and offer an extended IMP interaction model that adds early customer search and response. This study contributes to B2B2C transaction research and provides practical implications for new manufacturers seeking entry into large retailers.
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