Putting critical realism to work in the study of business relationship processes

► The 4-task critical realist research spiral supports researchers aiming to investigate processes over time. ► Supports researchers and managers in developing coherent and consistent research studies. ► Advances our ability to judge quality issues in critical realist research on business relationships and networks. ► Enables more rigorous theoretical development in the field. ► Provides marketing managers methodological support and legitimacy to justify business insights in organizational settings.