On the promise and premises of a Darwinian theory in research on business relationships

► The article critically discusses the foundation of a Darwinism in business relationship research within marketing. ► It explicates the generalized Darwinian explananda and explanans and compares that to applications within marketing. ► Six gaps and directions for future Darwinian business relationship research are identified. ► The article shows the importance of discussing general theories and its applications in particular empirical domains.