Knowledge management for network positioning in the realm of buyer–seller relationships, the integration of processes according to customer specification is the main concern for managing both customer value and suppliers’ costs. Thus, functional integration is the main focus of all internal operations performed by the supplier. This approach might not be sufficient in the context of a value network. Companies therefore have to identify competencies that they can build on and cultivate to achieve a unique selling proposition in a value network. Although this interdependency has become apparent and gained widespread acceptance, little research has been done to integrate concepts of organizational learning with CRM or relationship marketing. Empirical evidence is presented in the research on lead users. What is still missing though, is conceptual research on integrating customer learning and the rather inbound focus on core competencies.