Purpose – Online communication technologies have profoundly affected consumption and buying behaviours, and put pressure on businesses to find ways of dealing with these developments. Businesses are increasingly experimenting with new approaches and tools to keep up, and netnography –...

Purpose – Growing awareness that value for the customer is created in relationship between the supplier and the customer has consequences for sales and marketing functions, and businesses are increasingly experimenting with new organisational approaches and solutions. The purpose of this paper...

Introduction This paper is the result of a research project into the use of concepts and ideas from the marketing literature by small companies operating in industrial markets. The research was based on ideas generated by one of the authors in consultancy and research and by the other in the...