Authors of most of the existing studies have acknowledged that companies across a wide range of industries are looking for relational advantages through the supply chain process, and suppliers and customers can be important entities in this endeavour. Yet, despite the growing recognition of supplier and customer knowledge in innovation, their commitment to and satisfaction in a triadic setting remains insufficiently understood. To address this limitation, this study builds based on qualitative and longitudinal data pertaining to four industrial manufacturing firms. The obtained results indicate that collaboration with customers and suppliers with the aim of increasing their satisfaction level requires commitment from both entities, as well as their willingness to share knowledge. Our study further reveals that mutual commitment in business-to-business relationships can help all actors to focus on their activities while being aware of the other parties’ needs and expectations.