Research background: There is a considerable amount of literature focused on customers’ motivation to participate in cooperative new product development [NPD], but previous research neglected the suppliers’ perspective concerning organizational mechanisms for the facilitation of customer involvement in cooperative new product development. Purpose of the article: The aim of the study is to explore the influence of two kinds of dynamic capabilities, proactive customer orientation [PCO] and joint learning capability [JLC] on the acceptance and use of machine to machine interaction [M2M] in collaborative innovation development [CID], from the supplier’s perspective. Methods: The research is based on a case study carried out from June 2018 till June 2019 of a Polish automation integrator supplying a manufacturer of automotive equipment, i.e. automotive industry, in a fully robotized workstation. In order to understand how the company functions in this case, in-depth interviews with the company’s employees have been conducted. Findings & Value added: The results revealed that intelligent devices, interacting machines, and real-time data transfer to the supplier may cause disruptions through their impact on establishing trustful business relationships. We believe our findings could have a profound impact on the way how proactive customer orientation and relational interactions supported knowledge sharing and joint learning sense-making through operational meetings and on-the-job workshops which role was to evaluate the collaborative project.

The paper aims to compare how the concept of corporate reputation is understood in the fields of law and marketing. This comparative investigation determines whether interdisciplinary communication between these two domains, and consequently interdisciplinary research on corporate reputation, is possible.Due to the lack of a legal definition (i.e. definition in a legal act) of corporate reputation, the meaning of this concept is reconstructed on the basis of Polish legislation and case law. Then the legal concept of corporate reputation is compared with numerous definitions proposed by marketing scholars. As a result of this investigation, two approaches to corporate reputation are distinguished: reputation as a process and reputation as a result. Legal scholars focus on the latter, whereas marketing researchers consider both approaches. This difference results from diverse objectives of mar-article details:

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