Elements of IMP’s Interaction Model:

Illustrate the Environment, Atmosphere and Relationship elements surrounding the interaction process


Three interaction elements besides financial  exchange


Cooperation -> Adaptation/Investment -> Commitment -> Loyalty

Product characteristics will have a significant effect on the process of the interaction

Information (targeted relevant) is required to exchange and develop

Sociality (let customers choose) between persons are cornerstone in long-term relationships

(atmosphere and external environment influencing the relationship must be discussed)

Roles and responsibilities



To analyse the dimensions of collaborative relationships in BtB marketing

Source of IMP’s Interaction Model:

IMP Group, 2002