Abstract
The study’s focal point is the obvious parameter that we all have in most of our relationships, which is the unknown parameter. What is it that we do not know? In other words, the process of relationship building on the market often suffers from certain events or “dark horses” that are difficult to handle in long‐term relationships. Such events often illuminate themselves through questions like why, what, who, and so on, when we examine firms. Examples of situations where unpredicted events appear and destroy relationships are given in the paper. The paper ends with a discussion, and some suggestions, on how to solve the problem of “dark horses”.