Extending the service-dominant logic: from customer centricity to balanced centricity

Journal of the Academy of Marketing Science · 2008 · Volume 36 · Issue 1

Abstract

This is a contribution to the reorientation of marketing. It aligns the service-dominant logic with other developments in marketing and management. It claims that the marketing concept and customer-centricity are too limited as a foundation for marketing and have not—and cannot—but partially be implemented in practice. It urges marketing scholars and educators to accept the complexity of marketing and develop and teach a network-based stakeholder approach—balanced centricity—epitomized by the concept of many-to-many marketing.

Keywords

Service-dominant logic, Customer centricity, Balanced centricity, Many-to-many marketing, Network theory, Lean solution

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