Reciprocal engagement is a theory of a basic social process that addresses how an organization establishes, maintains, and develops its enterprise by focusing on strengthening its relationships with other actors. It rests on the rationale that one’s relationships are foremost dependent on how well one manages to engage others. If one’s own engagement is demonstrated to others, it stimulates them to respond with actions of engagement in return. When they do respond in such a manner, it expresses an appreciation of a relationship and a will to contribute to maintaining it. The process of reciprocal engagement consists of two categories of actions, i.e. convincing manifestation and caring embrace, each of which has three dimensions of actions. The dimensions of convincing manifestation are framing, meriting, and avowing and of caring embrace they are friending, enriching, and opportunizing. Together these actions imply that to influence others’ willingness to act engaged, an actor such as an organization needs to mediate trustworthy messages that demonstrate and assure them of its identity and intentions. It also needs to treat and include them in a way that they can relate to as having a meaning of personal and/or social value to them. As the theory can be seen as conceptualizing marketing related behaviors, its practical and theoretical contribution is that of a model of thinking that argues that marketing should be viewed as a relationship developing process of interactive communicative actions with rhetorical and creative features. The research that led to the discovery of the theory aimed its attention at an art museum and its interaction with various external actors in its surrounding environment. In order to discover the main pattern of behaviors that take place in interactions as a consequence of the museum’s main area of concerns, the classical grounded theory method was used. It is an empirical reflective method that has an inductive and conceptual approach to research.