Consumer capital is a very important asset for an organisation as it is the result of an organisation's relationship with its customers. This paper sets out to confirm that organisations need to create customer capital in SMEs (Small Medium Enterprises). As part of this study, four types of...

Using a knowledge-based perspective, the goal of this article is to demonstrate the relevance of environmental knowledge (EK) in the creation of customer capital (CC) and explore how organizations can create such a type of knowledge via ‘green communities’. We first describe the nature of...

The real power of organisational culture is manifested through its normative impact on the behaviour of individual members (e.g. salespeople). Organisational culture's influence on relationship development increases through the customer-oriented behaviour of salespeople. But, considering those...