Embeddedness of individual expertise in professional business service relationships

The study aims to create an understanding of the embeddedness of individual expertise in the customer relationships of professional business service firms. A theoretical pre-understanding based on discussions of professional service business relationships in general and the role of individual experts in customer relationships, in particular, is assessed through a case study of a professional business services provider and four customer organizations. The study suggests that the embeddedness of individual expertise within professional services in business relationships manifest itself in four ways: (1) expertise embedded in knowledge of the service context, (2) expertise that can be transferred between organizational contexts, (3) expertise embedded in personal relationships, and (4) expertise embedded in the personal interactions that enable knowledge-sharing. Each has implications for various activities performed by the parties and relationship management practices, which are also scrutinized in the present study. Also, the adoption of a new concept of personified service in business relationships is put forward. The study highlights that the reliance on personal expertise is not only a challenge for relationship management, as often suggested, but can also generate effectiveness in both customer and supplier relationship management.