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The article discusses the various aspects of client sophistication, while also explaining its impact on the relationships existing between the business-to-business credence service markets. Various areas, including the service evaluation criteria and the interdependency and power are shown to be highly affected by the level of client sophistication in the firms.

A case study approach is adopted to explain the various inhibitors of customer-related knowledge transfer that are associated with the b-to-b professional service organizations. Service offering creation and general relationship coordination are shown to be highly affected by the problems faced during collective knowledge utilization.

A study empirically investigates the nature of contemporary marketing practices in a professional services business setting. Results indicate that professional services businesses chiefly employ interaction marketing practices to provide better performance in the increasingly complex and competitive market.