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dc.contributor.authorPerez, L.*
dc.contributor.authorWhitelock, Jeryl M.*
dc.contributor.authorFlorin, J.*
dc.date.accessioned2014-04-28T11:05:04Z
dc.date.available2014-04-28T11:05:04Z
dc.date.issued2013
dc.identifier.citationPerez, 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.
dc.identifier.urihttp://hdl.handle.net/10454/6131
dc.description.abstractPurpose - 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'.en
dc.relation.isreferencedbyhttp://dx.doi.org/10.1108/03090561311297409
dc.subjectREF 2014; Alliances; B2B; Customers; Learning; Market orientation; Small technology start-ups; Industry leaders
dc.titleLearning about customers: Managing B2B alliances between small technology startups and industry leaders
dc.typeArticle


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