Perez, Lourdes; Whitelock, Jeryl; Florin, Juan - In: European Journal of Marketing 47 (2013) 3/4, pp. 431-462
Purpose – The aim of this paper is to gain a better understanding of how small technology start‐ups learn about a key customer in the context of B2B relationships, and to propose a model of interfirm learning with customers. Design/methodology/approach – Using a qualitative case‐based...