Purpose: Assuming that supplier knowledge can either strengthen the partnership by nurturing the commitment and trust between partners or allow the buyer to be more calculative, this study aims to propose two types of knowledge sharing in supplier relationship – a type benefiting the...

Purpose – This study aims to investigate creativity‐related determinants of learning in the context of business‐to‐business services and client‐agency relationships. Design/methodology/approach – The research model includes client encouragement, agency creativity, campaign...