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...

Strategy and marketing scholars look at strategic issues from different points of view and attempt to explain strategic choice and performance from their unique perspectives. This paper combines these perspectives in the context of international ventures and develops a conceptual framework...

Purpose – The purpose of this paper is to establish a framework for clarifying and extending the concept of inter‐firm market orientation (IMO) and to complement the relatively small body of literature related to this concept. Design/methodology/approach – The conceptual framework is...