Theory map of business marketing: Relationships and networks perspectives

a r t i c l e i n f o Keywords: Relationship marketing Marketing theory Business networks General theory of marketing Middle-range theory Business marketing is a complex, multilayered, and dynamic social phenomenon that has been examined using a variety of theories from disciplines as diverse as economics and psychology. This theoretical evolution has led to a fragmented knowledge base. This article examines relationship marketing and business networks perspectives in business marketing. Based on an extensive metatheoretical review, the study shows that these approaches are based on incompatible theoretical assumptions and cannot be integrated into a general relationship marketing theory. By constructing an articulated theory map, the paper provides a positioning space and analysis of five approaches to business marketing: CRM, behaviorally driven relationship marketing , channel relationships, market as networks and actor relationships, and focal networks and strategic nets. The paper then suggests pursuing the development of two middle-range theories: " market-based business marketing " and " network-based business marketing. " These developments are used to offer an articulated research agenda for advancing business marketing theory and a discussion on the possibility of a general theory of marketing. There have been several calls in recent years for stronger theory development in marketing (Yadav, 2010). These calls comprise several important themes. They include: a quest for developing a general theory of marketing, based primarily on service-dominant logic and examining the role of middle-range theories, providing a mediating link between empirical research and abstract general theories (Brodie, Saren, & Pels, 2011). This paper continues the discussion and probes the extent to which current relationship marketing theory and the network approach can serve as an integrated base for more general theory for business marketing. Before articulating this broad aim, a brief background is provided. The pursuit of greater theoretical clarity is most welcome because of the eclectic character of marketing discipline. Peters and her colleagues have noted that business marketing has drawn upon a number of different theoretical perspectives from domains as diverse as organizational fragmentation is related to the complex, multilayered, and dynamic character of marketing phenomena. For example, business marketing as a research domain can be conceived of comprising several interrelated or nested layers (Chandler & Vargo, 2011; Möller et al., 2009): ■ Individuals and their behaviors (behaviors of customers and sellers); ■ Groups and their behaviors (sales teams, buying centers, DMUs); ■ Organizations or firms and their behaviors …