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A strategic process to manage the right value proposition with retailers in the B2C sector

Mehir Baidya (Department of MBA, Amrita Vishwa Vidyapeetham – Bengaluru Campus, Bangalore, India)
Bipasha Maity (Department of MBA, Presidency University, Bangalore, India)

Business Process Management Journal

ISSN: 1463-7154

Article publication date: 18 June 2024

Issue publication date: 29 October 2024

169

Abstract

Purpose

In the past, there have been few studies that shed light on the process of how to maintain the right value proposition with retailers. This research aims to examine the factors that play a significant role in the process of keeping the right value proposition with retailers in the B2C sector through a firm-retailer dependency lens.

Design/methodology/approach

Longitudinal data was gathered from 700 retailers who deal with the products of two of India’s firms in the B2C sector. Three data sets were created, and an econometric model was fitted to each data set separately.

Findings

The findings revealed that the firm-centric and retailer-centric variables had positive impacts, whereas competitor-centric variables negatively impacted the value proposition. Furthermore, the intensity of the impact on the value proposition of all types of drivers varied from “quiet-quitting retailers” to “active retailers.”

Practical implications

This study’s findings should assist managers in framing a value-sharing strategy to maintain a “win-win” relationship with retailers.

Originality/value

Using real-world data and a panel regression model, this research extends the theory on the relationship between value proposition and its drivers in the B2C sector and, hence, enriches the literature on the interface between business process management, retailing, and marketing.

Keywords

Acknowledgements

The authors highly appreciated the constant support of the managers of the firm during the completion of this research.

Citation

Baidya, M. and Maity, B. (2024), "A strategic process to manage the right value proposition with retailers in the B2C sector", Business Process Management Journal, Vol. 30 No. 6, pp. 1808-1823. https://doi.org/10.1108/BPMJ-09-2023-0692

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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