IMP상호작용모델을 적용한 B2B2C 제조업체의 대형유통업체 입점 전략 방안 - 다이소 입점 사례를 중심으로

초록

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.

키워드