Success in business markets demands going beyond satisfactory exchanges with customers. Conventional wisdom therefore dictates that firms must build close customer relationships. Yet, unfortunately, the meaning of a close relationship from the customer's viewpoint can get lost in translation. We...

Scholars apply the relationship metaphor as a default conceptual lens to understand commercial interactions. Yet whereas the relationship paradigm sheds light on how the socially embedded structure of these interactions impacts their outcomes, the relationship metaphor can also obscure scholarly...