This paper develops a knowledge perspective on value creation in organisations that employ mediating technology to facilitate inter-customer relations. Mediators, individually and collectively, build networks of customers between whom linking can take place, and they provide services that...

Learning about customers and their contexts is vital to firm strategy. We examine how firms can learn by participating in their customers' networks. Specifically, we explain how a bank can increase the value that it creates for customers by being embedded in the networks in which the customers...

Purpose: This paper aims to identify promising areas for future business to business (B2B) governance research. Design/methodology/approach: This paper uses a theoretical approach. Findings: Most governance research in marketing is conducted within the context of value chains (Porter 1985)....