Journal of the Academy of Marketing Science

, Volume 36, Issue 1, pp 15–17

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

Conceptual/Theoretical Paper

DOI: 10.1007/s11747-007-0065-x

Cite this article as:
Gummesson, E. J. of the Acad. Mark. Sci. (2008) 36: 15. doi:10.1007/s11747-007-0065-x


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.


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

Copyright information

© Academy of Marketing Science 2007

Authors and Affiliations

  1. 1.Stockholm University School of BusinessStockholmSweden

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