Baidya, Mehir; Maity, Bipasha - In: Business Process Management Journal 30 (2024) 6, pp. 1808-1823
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...
