This study addresses the issue of knowledge flow between suppliers and their key buyers. Specifically, this study examines the effects of cultural pride, the strength of buyer relations and organizational similarity on knowledge transfer and knowledge reciprocation for a group of Taiwanese firms and their key buyers. The results suggest that while organizational similarity in management practices and culture is the most significant variable contributing to knowledge transfer from the focal firm’s key buyer, the focal firm’s own cultural pride has the largest impact on its knowledge reciprocation back to the buyer. One surprising finding is the significant and negative relationship between buyer relations and knowledge transfer. Overall, the Taiwanese firms’ side of the story highlights the substantial effects of cultural pride on knowledge flow.