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)....