LAUSR

Abstract This invited commentary on Kleinaltenkamp, Karpen, Plewa, Jaakkola & Conduit (2019, this issue) and Storbacka (2019, this issue) discusses four ‘thought-shackles’ that can constrain our thinking about engagement – particularly in B2B contexts but also in B2C ones. The shackle of the purchase moment – embedded in some definitions of engagement – can blind us to engagement between parties where no exchange is involved. The shackle of rational choice can lead to the erroneous assumption that the emotional dimension of engagement is irrelevant in B2B contexts. The shackle of the individual can obscure the engagement of collective actors such as a set of managers within a firm. The shackle of the dyad can overlook engagement with entities other than a firm, such as an innovation consortium. The concept of the engagement center is proposed. Four lenses for understanding and measuring collective engagement are distinguished: a selection lens, a consolidation lens, a practice lens, and an external lens. A new definition of business relationships is suggested: a mutual engagement over time.