{"id":"https://openalex.org/W7225319480","doi":"https://doi.org/10.5281/zenodo.23984503","title":"Launching a pet brand in the United States: a staged go-to-market framework and the case for vertical B2B marketplaces","display_name":"Launching a pet brand in the United States: a staged go-to-market framework and the case for vertical B2B marketplaces","publication_year":2026,"publication_date":"2026-11-05","ids":{"openalex":"https://openalex.org/W7225319480","doi":"https://doi.org/10.5281/zenodo.23984503"},"language":"en","primary_location":{"id":"doi:10.5281/zenodo.23984503","doi":"https://doi.org/10.5281/zenodo.23984503","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.23984503","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Preprint"},"volume":null,"type":"preprint","is_traditional":true,"indexed_in":["datacite"],"open_access":{"is_oa":true,"oa_status":"green","oa_url":"https://doi.org/10.5281/zenodo.23984503","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5160488432","display_name":"Andrew K","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"K, Andrew","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5160488432"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":0,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.6772000193595886,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.6772000193595886,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.24459999799728394,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.031300000846385956,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/go-to-market-strategy","display_name":"go-to-market strategy","score":0.953000009059906},{"id":"https://openalex.org/keywords/two-sided-markets","display_name":"two-sided markets","score":0.6729999780654907},{"id":"https://openalex.org/keywords/platform-fees","display_name":"platform fees","score":0.42899999022483826},{"id":"https://openalex.org/keywords/search-costs","display_name":"search costs","score":0.7379999756813049},{"id":"https://openalex.org/keywords/trust","display_name":"trust","score":0.5950000286102295}],"concepts":[{"id":"https://openalex.org/C195487862","wikidata":"https://www.wikidata.org/wiki/Q850210","display_name":"Revenue","level":2,"score":0.7427999973297119},{"id":"https://openalex.org/C181169782","wikidata":"https://www.wikidata.org/wiki/Q1571520","display_name":"Vertical integration","level":2,"score":0.6865000128746033},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5949000120162964},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.589900016784668},{"id":"https://openalex.org/C59218005","wikidata":"https://www.wikidata.org/wiki/Q17027571","display_name":"Horizontal and vertical","level":2,"score":0.49070000648498535},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.4722999930381775},{"id":"https://openalex.org/C127162648","wikidata":"https://www.wikidata.org/wiki/Q16858953","display_name":"Channel (broadcasting)","level":2,"score":0.45509999990463257},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.3928000032901764},{"id":"https://openalex.org/C16051113","wikidata":"https://www.wikidata.org/wiki/Q828814","display_name":"Market share","level":2,"score":0.37290000915527344},{"id":"https://openalex.org/C2777538425","wikidata":"https://www.wikidata.org/wiki/Q1154300","display_name":"Cannibalization","level":2,"score":0.3400999903678894},{"id":"https://openalex.org/C182306322","wikidata":"https://www.wikidata.org/wiki/Q1779371","display_name":"Order (exchange)","level":2,"score":0.3249000012874603},{"id":"https://openalex.org/C54750564","wikidata":"https://www.wikidata.org/wiki/Q26643","display_name":"Commerce","level":1,"score":0.3208000063896179},{"id":"https://openalex.org/C40700","wikidata":"https://www.wikidata.org/wiki/Q1411783","display_name":"Industrial organization","level":1,"score":0.2800999879837036},{"id":"https://openalex.org/C91887955","wikidata":"https://www.wikidata.org/wiki/Q5362092","display_name":"Revenue model","level":3,"score":0.2759000062942505},{"id":"https://openalex.org/C2780681036","wikidata":"https://www.wikidata.org/wiki/Q7922851","display_name":"Vertical restraints","level":3,"score":0.2750999927520752},{"id":"https://openalex.org/C162324750","wikidata":"https://www.wikidata.org/wiki/Q8134","display_name":"Economics","level":0,"score":0.2727999985218048},{"id":"https://openalex.org/C73755100","wikidata":"https://www.wikidata.org/wiki/Q1282900","display_name":"Horizontal integration","level":2,"score":0.2703000009059906},{"id":"https://openalex.org/C2776094799","wikidata":"https://www.wikidata.org/wiki/Q6576947","display_name":"Marketing channel","level":2,"score":0.26980000734329224},{"id":"https://openalex.org/C3018915737","wikidata":"https://www.wikidata.org/wiki/Q6648982","display_name":"Pet food","level":2,"score":0.26570001244544983},{"id":"https://openalex.org/C177142836","wikidata":"https://www.wikidata.org/wiki/Q44455","display_name":"Game theory","level":2,"score":0.26339998841285706},{"id":"https://openalex.org/C2780368139","wikidata":"https://www.wikidata.org/wiki/Q2031007","display_name":"Two-sided market","level":3,"score":0.2605000138282776},{"id":"https://openalex.org/C2992181568","wikidata":"https://www.wikidata.org/wiki/Q431289","display_name":"Brand names","level":2,"score":0.25679999589920044},{"id":"https://openalex.org/C58033187","wikidata":"https://www.wikidata.org/wiki/Q386147","display_name":"Point of sale","level":2,"score":0.2549999952316284},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.25440001487731934}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.5281/zenodo.23984503","doi":"https://doi.org/10.5281/zenodo.23984503","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.23984503","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Preprint"},{"id":"doi:10.5281/zenodo.23984504","doi":"https://doi.org/10.5281/zenodo.23984504","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.23984504","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Preprint"}],"best_oa_location":{"id":"doi:10.5281/zenodo.23984503","doi":"https://doi.org/10.5281/zenodo.23984503","is_oa":true,"landing_page_url":"https://doi.org/10.5281/zenodo.23984503","pdf_url":null,"source":{"id":"https://openalex.org/S4306400562","display_name":"Zenodo (CERN European Organization for Nuclear Research)","issn_l":null,"issn":null,"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I67311998","host_organization_name":"European Organization for Nuclear Research","host_organization_lineage":["https://openalex.org/I67311998"],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by","license_id":"https://openalex.org/licenses/cc-by","version":null,"is_accepted":false,"is_published":false,"raw_source_name":null,"raw_type":"Preprint"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W7225145022","https://openalex.org/W7155334033","https://openalex.org/W2737980597","https://openalex.org/W7214243489","https://openalex.org/W3153475680","https://openalex.org/W7033029389","https://openalex.org/W2240168273","https://openalex.org/W4403783931","https://openalex.org/W4293171579","https://openalex.org/W7023833236"],"abstract_inverted_index":{"The":[0,108,277],"United":[1],"States":[2],"is":[3,53,265],"the":[4,9,111,118,239,250,268],"largest":[5],"pet":[6,65,98,115,209],"market":[7,163],"in":[8,18,28,48,64,74,103],"world.":[10],"Consumers":[11],"spent":[12],"USD":[13,25],"158":[14],"billion":[15,27],"on":[16,85,167,227,233],"pets":[17],"2025":[19,75],"and":[20,57,76,82,88,130,137,165,171,185,189,231,261,284],"are":[21,133],"expected":[22],"to":[23,156,182,186,212,248],"spend":[24],"165":[26],"2026.":[29],"For":[30],"a":[31,42,49,149,177,196,204,223,228,234,255,281,285],"new":[32],"brand,":[33],"especially":[34],"one":[35,183],"arriving":[36],"from":[37],"abroad,":[38],"that":[39,52,176,208],"number":[40],"hides":[41],"harder":[43],"problem:":[44],"getting":[45],"onto":[46],"shelves":[47],"channel":[50,241],"system":[51],"consolidating,":[54],"moving":[55],"online":[56],"crowded":[58],"with":[59,258,273,280],"more":[60,246],"than":[61,195],"2,500":[62],"manufacturers":[63],"supplies":[66],"alone.":[67],"This":[68],"paper":[69,278],"combines":[70],"industry":[71],"data":[72],"published":[73],"2026,":[77],"company":[78],"filings,":[79],"regulatory":[80],"texts":[81],"peer-reviewed":[83],"research":[84,166,286],"pet-owner":[86],"behavior":[87],"platform":[89,230],"economics":[90],"into":[91],"an":[92,104,215],"eight-stage":[93],"go-to-market":[94],"framework":[95,109],"for":[96],"emerging":[97],"brands,":[99],"each":[100],"stage":[101,193],"ending":[102],"explicit":[105],"exit":[106],"test.":[107],"treats":[110],"roughly":[112],"5,900":[113],"independent":[114],"stores":[116],"as":[117,126,128,267],"first":[119,140,154],"commercial":[120],"channel,":[121],"because":[122,131,200],"they":[123,132,142],"sell":[124],"advice":[125],"much":[127],"product":[129],"where":[134],"specialty,":[135],"functional":[136],"frozen":[138],"formats":[139],"prove":[141],"can":[143],"sell.":[144],"It":[145],"then":[146],"asks":[147],"how":[148],"brand":[150],"should":[151],"win":[152],"its":[153,274],"50":[155],"200":[157],"of":[158,206,222],"those":[159],"stores.":[160],"Using":[161],"two-sided":[162],"theory":[164],"search":[168],"costs,":[169],"trust":[170],"fee":[172],"pass-through,":[173],"I":[174],"argue":[175],"vertical":[178,236],"B2B":[179],"marketplace,":[180],"limited":[181],"trade":[184],"verified":[187],"buyers":[188],"sellers,":[190],"fits":[191],"this":[192],"better":[194],"horizontal":[197,229,240],"one,":[198,237],"mainly":[199],"commission-based":[201],"platforms":[202],"take":[203],"share":[205],"revenue":[207,226],"margins":[210],"struggle":[211],"absorb.":[213],"In":[214],"illustrative":[216],"model,":[217],"marketplace":[218,257],"fees":[219],"consume":[220],"18.2%":[221],"brand's":[224],"wholesale":[225],"2.5%":[232],"zero-commission":[235],"so":[238],"must":[242],"deliver":[243],"about":[244],"58%":[245],"volume":[247],"produce":[249],"same":[251],"gross":[252],"contribution.":[253],"PETADD,":[254],"pet-only":[256],"0%":[259],"commission":[260],"manually":[262],"vetted":[263],"suppliers,":[264],"analyzed":[266],"recommended":[269],"primary":[270],"platform,":[271],"together":[272],"present":[275],"limitations.":[276],"closes":[279],"measurement":[282],"plan":[283],"agenda.":[287]},"counts_by_year":[],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2026-11-06T00:00:00"}