This study recognizes that collaboration with customers for new product development may bring important financial benefits to firms, but at the same time may seriously hamper explorative learning. Many firms are approached by customers with requests to develop new products for them. While such...

Purpose – The aim of this paper is to investigate the differential effect of customer orientation and future market focus on organization inertia and firm innovativeness of small and medium‐sized enterprises (SMEs) in the business‐to‐business service industry. It is motivated by the...