Extending the service-dominant logic: from customer centricity to balanced centricity |
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Authors: | Evert Gummesson |
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Institution: | (1) Stockholm University School of Business, 10691 Stockholm, Sweden |
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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. |
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Keywords: | Service-dominant logic Customer centricity Balanced centricity Many-to-many marketing Network theory Lean solution |
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