Theory map of business marketing: Relationships and networks perspectives

► The paper provides a positioning map and comparative analysis of the key research approaches to business marketing. ► The different streams of relationship marketing and network approaches in a nutshell-see their pros, cons and caveats. ► The paper provides you novel lenses for making sense of the business marketing research. ► Why 'world views' matter-grasp the core differences between relationship marketing and networks approaches. ► We should develop two general theories-“market-based” and “network-based” theory of business marketing.