Extending the service-dominant logic: from customer centricity to balanced centricity
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- Gummesson, E. J. of the Acad. Mark. Sci. (2008) 36: 15. doi:10.1007/s11747-007-0065-x
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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.