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...

Purpose – The purpose of this paper is to establish a framework for clarifying and extending the concept of inter‐firm market orientation (IMO) and to complement the relatively small body of literature related to this concept. Design/methodology/approach – The conceptual framework is...