Purpose – This paper seeks to explore how market orientation facilitates the strategic flexibility of business models grounded in open innovation. The authors suggest that the new paradigm of open innovation may impact a firm's adaptability and responsiveness under conditions of environmental...

Purpose This paper aims to present a commentary and reflection on Nenonen et al. ’s paper on theorizing with managers. Design/methodology/approach The paper is a conceptual reflection. Findings The author finds much to agree with Nenonen et al. ’s work, but finds some aspects where greater...

Interorganisational buyer‐seller relationships have been primarily studied from the perspective of relationship development and the benefits accrued from relationships. There is a lack of research concerning problems with relationships and relationship dissolution. The dissolution of a...

Purpose – The study aims to explore what kind of roles major system suppliers may have for their business customers, what factors may change the supplier's role for the customer during the relationship, and to analyze how the system supplier can manage his roles for the customer....

Purpose – A large number of researchers and marketing textbooks see business marketing dominantly from the relationship marketing perspective. One can even talk about a “matrimony” of these domains; “RM=BM”. The Contemporary Marketing Practices studies, however, provide clear evidence...

Purpose – This paper aims to examine the multiplicity of norms in inter‐company cooperation in the context of an SME export group. It will show that the strategic interests of the parties call for more diversity in norms than that identified in existing studies on relational exchange....

Purpose – Business services have an important role in the development of global knowledge‐base economy. This is particularly clear in the field of ICT services where business customers are requiring an increasing amount of complex services in order to support their utilization of advanced...