“…In B2B research, Ford and Håkansson (2006) have discussed the importance of "theoretical metaphors" or stereotypes such as "markets" or "supply chains" in forming actors' subjective interpretations of networks, interactions and relationships. Following on from the use of "atmospheres" and "episodes" in the prior model, metaphors such as marriage (Dwyer et al, 1987;Johnston and Hausman, 2006;Stoltman and Morgan, 2002;Celuch et al, 2006), maps and pictures (Geiger and Finch, 2010;Lowe et al, 2012aLowe et al, , 2012b, drama (Lowe et al, 2012a(Lowe et al, , 2012b, dance (Wilkinson and Young, 1994;Wilkinson et al, 1998), waves as relationship dynamics (Edvardsson et al, 2014), neurological networks (Cunningham, 2007) and network "pictures" (Ford et al, 2003;Ford and Redwood, 2005;Mouzas et al, 2008;Henneberg et al, 2010) have been tropal representations recognized and adopted, with varying degrees of "uptake" by the group or parts thereof, over time.…”