Mapping alternatives: A commentary on Cova, B. et al. (2010). 'Navigating between dyads and networks'

► We evaluate B2B marketing mapping metaphors - different mapping styles, types of research journey, sights & destinations. ► We critically evaluate this mapping exercise by taking up the navigational metaphor. ► We critique modernist, nomothetic 'dead mapping' contrasting it with a 'second order' mapping style. ► This 'second order narrative mapping' involves an appreciation that the map precedes and configures the territory. ► This requires the researcher/traveller to realise that the map has a subjective effect upon orientation and animation.