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...