Publication

Learning about customers: Managing B2B alliances between small technology startups and industry leaders

Perez, L.
; 
Whitelock, Jeryl M.
; 
Florin, J.
Publication Date
2013
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Keywords
REF 2014, Alliances, B2B, Customers, Learning, Market orientation, Small technology start-ups, Industry leaders
Rights
Peer-Reviewed
Open Access status
closedAccess
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Awarded
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Management and Law Publications
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Abstract
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 approach, the authors immerse themselves in the development of three learning alliances between technology startups and industry leaders, two successes and one failure, to gain an in-depth understanding of the dynamics involved. Data were collected on both sides of the alliance dyad. Findings - The paper delineates four learning cycles: alliance inception, joint-learning, specialization and discovery. These learning cycles constitute sequences of increasing understanding, cooperation, and higher order learning between the partners; evolving from an exchange of existing knowledge to the joint development of new knowledge. Originality/value - This study contributes to an integration of the alliance and marketing literatures by offering empirical evidence of a different type of alliance, namely the reciprocal learning alliance. It also contributes to broadening our understanding of market orientation in inter-organizational settings. In the context of business-to-business relationships, the study has identified four critical dimensions of learning alliance success, and proposed how they could be measured: Learn about customers; Interact with customers; Customer-specific investments; and Co-develop breakthrough innovations. Finally, the study demonstrates the significant role played by 'committed champions'.
URI
http://hdl.handle.net/10454/6131
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Citation
Perez, L., Whitelock, Jeryl, Florin, Juan (2013) Learning about customers: Managing B2B alliances between small technology startups and industry leaders. European Journal of Marketing, 47 (3), 431-462.
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Link to Version of Record
https://doi.org/10.1108/03090561311297409
Type
Article
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