Purpose – The purpose of this paper is to explore how corporate associations emerge in business networks focusing on mutually attributed identities in customer-supplier relationships. The role of the mutually perceived identities for interaction behaviours of the parties is examined and...

Purpose The expanding body of research on business models generally assumes that firms operate in a “transactional” context. Several recent studies suggest that the concept of business models in contexts where relationships matter, such as business markets, involves issues that the...